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Christian Leborg
Stage 3: “The leader as change agent”

Innovation cult

There are three stages of entrepreneurship and types of culture – the third is about innovation

What is an innovation culture? Innovation culture involves training and the broader development of human resources so that they may develop customer experiences. A successful innovation culture takes you back to the beginning, where you are re-creating the organisation.

Why do you need to develop a culture for innovation? As a leader, you have come to the point where you realise that the entire way the organisation operates is becoming outdated and ineffective. Customer needs and markets are changing making it essential that the organisation innovates, continuously. The company culture must leverage innovation.

How do you lead an innovation culture? As a leader, your vision on how the culture should evolve should be based on the strategies for the organisation that have been documented and communicated. The leader has to support the organisation while it experiences the anxieties of unlearning processes that were previously successful.

“A company’s culture is the foundation for future innovation. An entrepreneur’s job is to build the foundation.” – Brian Chesky

When is innovation culture established? An innovation culture is established when the leader starts a project to create yet another service or product to capture new customers. This is a project to establish the culture of innovation. This stage ends when a process has been established to produce more innovative products.

Who should be involved at this stage? It’s difficult to get the existing culture excited about changing the culture. The company is probably too mature for the leader to just go through the motions with a few good people. The leader needs to assign areas of responsibility, and bring key people from the organisation in line with the changes that she’s leading.

What happens when a culture supports ongoing innovations? Organisational cultures that emphasise innovation provide a driving vision for sustainable growth for the company. Innovation can help companies fulfil their promise through meaningful interactions and experiences, leading to a stronger relationship between organisations and their customers.

A culture of innovation is to identify the blockages hindering innovation within your organisation.

Have you experienced a culture that was enhancing innovation?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.