Although innovation does not mean creativity, it is encouraged and nourished by creativity. Therefore, we must start integrating creativity and then innovation. Creativity is achieved through tools, motivation processes, leadership, rules, empathy, flexibility, and the creation of collective scenarios. To illustrate each step, I will start with the tools. Many tools cultivate and consolidate a clear innovation process.

• Tools for innovation: The Six thinking hats, the creative pause, the focus, provocation and the contribution of other lateral thinking techniques.
• Motivation and leadership: To integrate an innovative culture you need leaders who drive and provoke change leaders who favor change and the risks inherent in the innovation process. Leaders must be able to guide the team and offer the necessary support.
• Rules: the first rule is that there are no rules! As Paul Arden (7) said: ¨If you cannot solve a problem, it is because you are following the rules.” In this way, the alternatives are endless. The second rule is that there are rules to create a work environment in which everyone can collaborate. The four basic rules are: 1)All criticism is forbidden, 2)every idea is welcome, 3)as many ideas as possible, and the 4)development and association of ideas is desirable.
• In terms of decision making, it is advisable to develop the capacity to encourage empathy in the decision-making process so companies can create solutions that respond to their clients’ real needs.
• The flexibility and capacity to change – and to accept change – is fundamental so that the company can benefit from the opportunities that the market offers.
• The creation of collective scenarios is recommended. Companies must support a flow of ideas and collaboration between employees. This flow of information is converted into constant feedback about ideas that develop employees’ ability to add value to each action and strategy.

Once a company’s creative capacity has been developed, it is necessary to create a model of action based on the company’s culture and identity. The integration of a sustainable model provides the ability to offer relevant feedback to the company and to reinvent the model based on the business environment and the organization’s micro-environment.