Innovation is more than brainstorming. How to build a culture of actionable innovation.

Did you know that 84% of CEOs believe that a culture of innovation is critical to their organization’s success? But how do you actually build one? 

Building and nurturing an innovation culture requires deliberate effort, strategic alignment, and a commitment to fostering an environment where creative ideas can thrive. While there’s no one-size-fits-all solution, this blog post outlines 6 key elements that can help unlock your organization’s innovation potential and empower every employee to contribute.


1. Cross-Functional Participation: Bridge Silos for Collective Creativity

Have you ever witnessed brilliant ideas get lost in the shuffle because different departments never talk? That’s the danger of silos – isolated pockets within an organization hindering collaboration. At Twisthink, we’ve seen firsthand how cross-functional teams can significantly enhance creativity. When marketing, engineering, finance, and design professionals collaborate, they create a melting pot of creativity. The synergy of their collective knowledge sparks novel solutions and breakthroughs. To unlock this power, actively encourage cross-functional participation through joint projects, workshops, and shared spaces. Remember, innovation is a team sport! 

 2. Human-Centered Design: Place People at the Core

Innovation shouldn’t exist in a vacuum. It thrives when it serves real people, be it customers, employees, or stakeholders. That’s where human-centered design (HCD) comes in. HCD places empathy at the forefront, focusing on truly understanding user needs, pain points, and aspirations. By involving end-users early on in the design process, gathering their feedback, and iterating based on real-world experiences, organizations can create products and services that resonate deeply. Whether it’s designing an intuitive software interface or comfortable office furniture, HCD ensures your innovation efforts are focused on human needs. 

 3. A Culture of Learning: Use Curiosity as the Catalyst

Think about the most innovative companies you know. They all share one thing in common – a deep dissatisfaction for the status-quo, combined with the optimism that a better way can be found. They recognize that knowledge evolves, and stagnation leads to obsolescence. A culture of learning encourages continuous education, curiosity, and exploration. One way to create a culture of learning is to empower your employees to attend workshops, pursue certifications, and engage in self-directed learning. Leaders should model curiosity by asking constructive questions, seeking feedback, and embracing experimentation. When learning becomes the norm, innovation follows suit. To cultivate this culture, invest in training programs, mentorship opportunities, or simply give team members time to explore hunches.  At Twisthink we established a program called “Shared Spaces” to explore cross-industry perspectives on topics ranging from AI to regenerative design.


4. Action Orientation: Don’t Let Ideas Stall, Take Action

Ideas are powerful, but without action, they remain just that – ideas. Innovative organizations shift from ideation to experimentation swiftly. They embrace action-oriented teams who prototype, test, engage customers, and iterate rapidly. Leaders set the tone by encouraging forward momentum, providing resources, and celebrating small wins. They also adopt a “why not?” versus “why should we?” orientation – forcing the burden-of-proof onto the pessimist.  When employees see their ideas come to life, motivation soars. Create pathways for rapid experimentation, allowing teams to validate hypotheses and pivot as needed.  Twisthink’s technical capabilities allow us to lean into this approach – we build technical experiments, product mockups, and even fully functional products, allowing us to learn by doing.  

5. Celebrate Failures: View Failures as Learnings to Destigmatize Risk-Taking

Failure is not the opposite of success; it’s a part of the journey. Organizations that celebrate failures as learning opportunities create a safe space for risk-taking. When employees know that well intentioned setbacks won’t jeopardize their careers, they dare to innovate boldly. Leaders can foster this environment by sharing stories of failed projects that ultimately led to breakthroughs, recognizing effort, resilience, and the invaluable lessons learned. By destigmatizing failure, we encourage calculated risks. After all, Edison didn’t invent the light bulb on his first try, and neither should your team be expected to. Celebrate the learnings, not just the final product, and reinforce a growth mindset.  

6. Storytelling: This Encourages Dialogue, Inspiration, and Shared Understanding

In the fuzzy front-end of innovation, storytelling emerges as a critical partner. In the face of uncertain possibilities, stories help bring clarity, leading organizations towards transformative breakthroughs. They captivate our brains, lighting up neural pathways with excitement and revealing the key value-propositions. Whether shared around a campfire or conveyed through digital media, stories shape our beliefs and behaviors. When tackling complex issues such as climate change, AI, or social challenges, stories become powerful tools. They engage audiences, evoke empathy, and drive action. Through storytelling, we can ignite the spark of innovation within hearts and minds. Visual storytelling takes this power a step further. It goes beyond words, combining imagery and narrative to simplify complex ideas and build even deeper connections.

Innovation culture isn’t a one-size-fits-all prescription. Each organization must tailor its approach based on its unique context, industry, and vision. However, the fundamentals—cross-functional collaboration, human-centered design, a thirst for learning, action bias, a celebration of “learnings”, and storytelling—form the bedrock. As leaders, let’s nurture an ecosystem where creativity thrives, where the fear of failure transforms into the courage to innovate, and where every employee contributes to the organization’s transformative journey. 

Jim’s role as Design Strategist is informed by decades of experience leading multi-national corporate innovation teams in the U.S. and China, and most recently by founding a climate tech start-up. Jim’s current focus is on implementing new methods of assessing concept viability at the earliest stages of a project.

A monthly newsletter focusing on the intersection of global macro-trends, strategy, and technology.


Digital transformation,
with a twist.

Create unprecedented impact with Twisthink.
Sign up for our monthly newsletter focusing on the intersection of global macro-trends, strategy, and technology.
Sign up