Building a Culture That Clicks for Innovation

by Jamison Antoine

I've been reflecting on the characteristics that define strong organizational cultures, both in companies I've worked for and those I admire. I've distilled them into four key pillars.

Cultural Curiosity
Are your team members genuinely interested in customers beyond the transaction? Do they care about who your customers are and what they're doing when not engaged with your brand?

This curiosity shouldn't be limited to research or analytics teams. If you don't understand what drives customers to interact with you, you risk missing opportunities or coming across as tone-deaf to their needs.

Get out of the office regularly—whether weekly or monthly—and experience your brand from a consumer's perspective. Does the experience match the brand promise?

Attentiveness
In football, "Keep your head on a swivel" means always being aware of your surroundings to avoid getting blindsided or missing an opportunity. This applies to business too.

Stay alert to what other organizations are doing to engage customers, retain employees, and innovate. Regularly assess your own organization to spot issues before they escalate—either in the press or with your customers.

Seeking Truth and Feedback
Malcolm X said, "If the truth hurts, blame the truth, not me for telling it." Organizations need forums for truth, whether through suggestion boxes, exit interviews, or anonymous online portals.

Intentional feedback integration is crucial for strategic planning. It helps identify blind spots at all levels of the business. As A.G. Lafley, former CEO of Procter & Gamble, emphasized in "Playing to Win," you need systems that foster honest communication.

Commitment to Learning
Keeping skills sharp is essential. One employer I worked for even hired a professor to create a curriculum for ongoing education—not out of altruism, but survival. They knew that stagnation wasn't an option if they wanted to remain industry leaders.

Conclusion
While executive support is key, some cultural elements can grow organically. If these pillars aren't in place, you can still influence and shape your organization's culture.