Living innovation instead of “just” promoting it

From Idea to DNA: How Companies Can Build a True Culture of Innovation

In an era of technological change, shifting customer needs and growing competition, developing a vibrant culture of innovation has become critical for companies. This is particularly important for Small and Medium-Sized Enterprise (SMEs), as it enables them to remain agile, explore new business areas and maintain their competitive edge in the long term. But how can such a culture be established and maintained within an organisation? What does it take to embed creativity and courage deeply into the company’s DNA? The following approaches offer some answers:

Innovation as part of corporate culture

Many SMEs are strongly influenced by either their founders or long-standing traditions. While this can provide stability, it can also foster a ‘this is how we’ve always done it’ mentality. For a company to remain innovative and successful in the long term, innovation must be embraced as a core part of its culture. A culture of innovation encompasses far more than setting up an innovation lab with a table football table or running a one-off design thinking workshop. It encompasses the mindset that enables an organisation to create something new, including how people collaborate, how they deal with mistakes and how open they are to experimentation.

A Positive Approach to Failure

An open culture of communication and feedback is essential. Ideas should flow both top-down and bottom-up. In other words, employees at all levels need to feel that they are being heard and taken seriously. “Innovation has a lot to do with failure and courage. Without courage, there can be no innovation,’ explains Rosser. Trust and a positive attitude towards mistakes are key to creating an environment in which people feel comfortable trying new things, taking risks and openly discussing errors.

What if a mistake turns out to be a decisive step forward? One practical example illustrates this: An employee at a SME accidentally sends out a quote with the wrong price. Instead of pointing the finger, the team holds a quick debrief. What caused it? How can we prevent it from happening again? The result is a simple checklist — the mistake has sparked a lasting improvement.

Rethinking Workspaces

Another effective way to encourage creativity is to design inspiring work environments. Comfortable seating, ample natural light and a pleasant atmosphere support the one thing companies need most: fresh ideas. A well-thought-out office concept with flexible spaces encourages interaction and collaborative thinking. Creativity thrives on dialogue, as well as on the opportunity to withdraw. Quiet, secluded spaces for focused work allow for undisturbed thinking and the generation of bold ideas.

Cultural Change Starts at the Top

Executive leadership plays a pivotal role in implementing innovation strategies. Leaders must integrate innovation strategically and embody it wholeheartedly. “If they don’t lead by example, they can’t expect others to follow,” Rosser emphasises. Only then can a culture emerge that truly fosters new ideas and ensures long-term success.

Pilot Projects

Building a culture of innovation comes with challenges, one of the biggest being a lack of execution. “Many people propose great ideas but fail to follow through. There’s a lot of talk, but little implementation. That’s why I’m a fan of pilot projects,” says Rosser. One example is the Mister Cordon restaurant concept in Adelboden, which is set to expand across Switzerland and Europe in the coming years. Innovation and progress don’t happen at a desk, but through action, experimentation and direct contact with reality. Or, as Rosser puts it: ‘Life plays out differently — it can’t be captured in an Excel spreadsheet or a business plan, only in a pilot project.’

Using Continuing Education to Drive Innovation

Innovation doesn’t always come from within; it often responds to technological change. Business models that were successful yesterday may struggle today due to new technologies. This is why it is crucial for employees to continue learning. Ongoing training keeps them up to date, both technically and methodologically. As a result, they continuously expand their skills, gain confidence, think more creatively and work more efficiently on new ideas. The Master Class in Innovation & Entrepreneurship at Rochester-Bern, for example, provides valuable insights into technological change and innovation, as well as modern tools for managing technological disruption. Rochester-Bern also supports executives in other key areas, such as leadership, financial management and digital transformation.

Conclusion

Building and maintaining a true culture of innovation is fundamental to long-term success. The most important thing is that innovation is not only encouraged, but also practised through leadership, workspaces, collaboration, trust and concrete action. Only what becomes part of everyday practice can truly become part of a company’s DNA.

This article was published in Handelszeitung.