Building a creative community
People want to feel like they're part of a community and work on something bigger than themselves. A brand can be used to unite and motivate employees around a common purpose.
Leaders create the space for innovation. They create an environment in which people want to work and can get the work done. For example, De Meo, head of sales and marketing at Volkswagen, established a lab where employees from different departments could work together. He provided little direction and almost complete autonomy. It improved collaboration skills and caused employees to create innovative solutions.
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The author argues that the traditional autocratic leadership model does not work for innovative businesses. Instead, innovation requires a different type of leader that can foster a stimulating and supportive working environment.
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