How to Plant the Seed of Change

By Timo Kiuru, March 26, 2019
  1. Infrastructure matters.

Innovation is an internal, individual thing. Change only happens when an individual decides to do things differently and take responsibility. Corporate growth begins with individual growth. Only you can decide if you want to change, not your boss. However, a leader can shape the culture of innovation by being committed to the vision of the organization and creating infrastructure toward that vision.

Danish architect Bjarke Ingels has coined the term “hedonistic sustainability.” We are more likely to make sustainable purchases when these products and services offer us solutions and pleasure. The rise in veganism can be traced to the same growth in options.

Starting a vegan diet is now easier than ever. There are more meat-substitute products, vegan burgers, vegan convenience food and vegan restaurants than ever before. There’s a developing infrastructure for making vegan choices.

An innovative organizational culture has infrastructure: innovation processes, symbols, plans, projects and rewards that make it easier to take responsibility and make things measurably better.

Case in Points

When legendary industrial designer Dieter Rams was working at Braun, he listed the 10 principles of good design.

  1. Good design is innovative.
  2. Good design makes a product useful.
  3. Good design is aesthetic.
  4. Good design makes a product understandable.
  5. Good design is unobtrusive.
  6. Good design is honest.
  7. Good design is long-lasting.
  8. Good design is thorough down to the last detail.
  9. Good design is environmentally friendly.
  10. Good design is as little design as possible.


  Timo Kiuru is a global creative director and founder of a creative brand consultancy, The Unthinkable. He has written a free interactive book on experience marketing and travels the world speaking to professional audiences. Kiuru was a member of the Connect Corporate 40 Under 40 in 2016. 


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