Developing
a Culture of Creativity and Innovation at Corporate Level
The corporate culture has an effect on the creative output of
managers and employees. Companies that achieve innovation generally
have identified creativity and innovation as a core value. In
an idea culture, people in different parts of an organization
look for ways to support and leverage the value of each other’s
ideas. If you are committed to innovation you need to find leaders
who encourage creativity and are being creative themselves.
Support from the organization is the basis for enduring leadership
to take hold. To create a change in the organizational culture,
people must be motivated to act and think differently. Senior
leaders should be in touch with development at the early stage.
Executive involvement communicates a message to employees that
innovation matters and provides the big picture context for ideas.
Senior leadership can shift to an innovative culture by bringing
the big picture to all levels of the organization. Ownership is
a key driver of performance, but the ownership of most companies
is concentrated only at the executive level. Providing information
about the competitive situation and about current and prospective
problems engages staff in understanding the issues faced by the
organization. This information can be used to put the generation
of ideas in the hands of the employees. Sometimes a fresh look
from someone close to the customer can help the company to be
more competitive.
Create opportunities for employees to educate management about
the dissatisfactions and problems they experience. Employee’s
involvement in problem solving leads to innovation, to personal
investment and to a sense of hope. Set high standards and expect
people to meet them.
Establishing strategic direction is key to mobilizing staff.
Hire people whose skills are in alignment with the strategic direction
and allocate resources according to the strategy.
 
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