Ideas in themselves are not enough: we need to know the potential of individual creativity and cultivate it with care, to transform it into organizational creativity and therefore into innovation.

Innovative organizations generate ideas and solutions because they enable people to imagine and develop something new and unique. They rely on experience and on the heritage of knowledge, they remain open to the stimuli of the environment. They are quick to transform the idea into a prototype and, therefore, into a new product or service that the market is available to buy.