Organizations today recognize that sustained innovation is essential in order to compete and survive in the global marketplace. However, “innovation” is not just about coming up with radical ideas, nor is it simply about cool products (iPads and iPhones, for instance) or “creative” gurus (such as Steve Jobs and Richard Branson). While these might represent the most visible and tangible evidence that innovation exists, there is far more to the story.

Author and creativity expert Bryan W. Mattimore, in his book Idea Stormers: How to Lead and Inspire Creative Breakthroughs (Jossey-Bass, 2012), says that “Ideation – the term for the collection of group creativity techniques formerly known as brainstorming – is fun but can be hard work. Innovation – getting an idea or product to market successfully – is much harder work still.”

Sustained innovation is more about a supportive and aligned culture than a singular product or individual.

Sustained innovation is more about a supportive and aligned culture than a singular product or individual....