A culture of innovation.

Culture underpins the way an organisation works every day, for any organisation pursuing a vision and strategy with a focus on innovation, creating and sustaining a culture to support it is a key foundation stone. For organisations trying to increase their focus on innovation, it is particularly important to recognise that without the reinforcement of changes in the underlying culture.

Vision
Having something clear to aim for, behind which to focus the culture, is just as important here as with any other management topic.
3 organisations that have helped people to understand their particular need for innovation by tightening their vision into something easier to understand. The AA focus on customer service through flexibility, Dyson on 'can do' and ITS Technology on commercialising the best technology. (Jolly 2003:15)

Symbols
Communicating the focus on innovation through the business is an imperative. The AA helped people to work  in the new ways by listening to their problems and providing them with the information they need to do thinks differently. The theme of innovation needs to be re-enforced in a broad range of symbols that communicate to all who came into contact with the organisations. Dyson emphasis on informal dress and its building design, not only communicate innovation visibly, but also enable innovation to take place through flexible working and freedom of movement, and associated ideas. The focus at ITS Technology on going beyond discussing R&D and turning communication to 'marshaling the value' is also significant. (Jolly 2003:16)