How can leaders build an organization that is capable of innovating
continually over time? By creating a community that is both willing and
able to innovate. To be willing, the community must share a sense of
purpose, values, and rules of engagement. When Luca de Meo was
Volkswagen's head of marketing communication, he fostered a sense of
purpose in his team by asking its members to reflect on what being part
of VW meant to them; strengthened their shared values by encouraging
them to use the brand's three components-innovation, responsibility, and
value-to guide their work; and built significant responsibility and
autonomy into their rules of engagement. To be able, companies must
generate ideas through discourse and debate; experiment quickly,
reflect, and adjust; and make decisions that combine disparate and even
opposing ideas. Bill Coughran, an SVP of engineering at Google, employed
these capabilities both to solve the company's near-term data storage
needs and to make progress toward a next-generation solution.