The Culture of Innovation is an innovation process that looks beyond the science of one's field and focuses on the benefits it will bring for society. In a perfect world, with lots of years in an innovation laboratory, most people would embrace this process. The problem is that it can sometimes be hard to predict future problems and their solutions, and the process of innovation can seem very risky. This problem has led to the culture of experimentation rather than design thinking. In other words, people prefer to test their ideas than to design them from scratch.
The Culture of Innovation has a significant impact on businesses. It can significantly affect how ideas are developing and even the level of innovation and creativity. The key is to harness the creativity in companies while respecting the risks involved in testing out new ideas. An approach to accomplish this is to have a culture of experimentation. The biggest challenge in a Culture of Innovation is managing the risk involved. Companies must balance the risks of testing against the rewards of having a product in the market that people want to buy. Deciding when to test an idea is sometimes even more important than knowing how to do so effectively.
With Decoding Design Thinking, the concepts have to be correctly used to make it work for business. The ideas to be tested will go through the combination of a culture of innovation and the design thinking process. We should view this approach as providing training in putting the ideas into a "marketing tool." When the scheme goes into a marketing tool, this is a necessary part of design thinking. An exciting variation on the Culture of Innovation is the "culture of experimentation." With this approach, the ideas enhance the innovation process rather than the process itself. It is a mix of both theory and practice.