In an increasingly fast-paced, global, and competitive business landscape, innovation has become a key driver of differentiation, agility and, ultimately, success. Today, companies are relentlessly pursuing innovation to give them a competitive edge. More and more leaders are calling on their employees and teams to be creative in finding solutions to complex problems, developing new products and services, maximizing resources and minimizing costs. With all of this growing pressure for innovative brilliance, how can companies effectively cultivate the creativity they need to stay one step ahead of the competition? 

Interestingly, the most innovative teams often appear to be at ‘play’ rather than at work. In recent years, Google has become an icon for innovation, lauded by many for its ability to maintain a small company feel and a culture that promotes creativity and fun on a daily basis. At last year’s HR People and Strategy (HRPS) Global Conference, I had the opportunity to hear Shannon Deegan, Director of People Operations, Central Staffing and Business Development, speak about Google’s culture of innovation.

Here are a few insights about how Google creates a climate for innovation:

• Provide opportunities for collaboration - One person’s great idea is only made stronger through the combined thinking and efforts of others. For example, Google has message boards where any employee (engineer, accountant, or childcare worker) can post their ideas and ask others to explore and build on the idea. Teams form around common areas of interest and the greatest ideas become realities.  
   
• Allocate time and resources for innovation - Innovative brilliance and success does not normally come from a pressurized work environment. Time and space must exist for employees to focus on new ideas and challenge the status quo. At Google, employees are encouraged to spend 20% of their time exploring new ideas and working on creative projects. And the work environment is designed to inspire creativity – coves with colorful couches and white boards, spacious break areas with snacks and drinks provided, work spaces littered with lava lamps, large exercise balls, and other fun games and toys etc.  
   
• Recognize and reward the creative process, not just the results - In addition to celebrating great innovations that contribute significant value to the business, Google also recognizes and rewards the innovation process. In one example Deegan shared, a team worked on a new product that never ended up going to market. However, the team was given a special award because they took a risk, came up with the idea and collaborated effectively. This kind of positive reinforcement works as a catalyst for other employees to follow suit, which may ultimately lead to great products in the marketplace.

While the Google methods mentioned above may not fit the culture of every organization, the notion that innovation is more than just new ideas, but a capability that needs to be continually developed, is something every company can learn from. As Edward Reilly, CEO of the American Management Association (AMA) states in Creating a Culture of Innovation, HR Management October, 2010: “Innovation is so important to business profitability that it shouldn't be left to chance. As unexciting as it sounds, innovation at its heart is as orderly and well-planned as any other business process.”