True innovation isn’t novelty, isn’t just process innovation or technological innovation. Why? Because when you - the illuminated entrepreneur - are done with re-designing the processes of your company and with upgrading the technologies, chances are - and you know that well! - that you have to start all over again. Processes and technologies are constantly evolving, changing and adapting. In such a difficult context, true innovation is creating the team spirit, the ability to innovate the quality of the working environment, the way people work and collaborate, the way people are treated and valued. Cultural innovation ensures long-term success and creates true value innovation. Consider these two meaningful examples. From 2002 until 2008 Amazon annual revenues jumped from $4 billion to $20 billion. How was this possible? Just technologies and processes? Of course these were two key factors, but the most relevant factor was - and it is - the cultural change. This quote from Jeff Bezos, Amazon, gives the perfect sense of what culture change means:

If you want to continuously revitalize the service that you offer to your customers, you can not stop at what you are good at. You have to ask your customers need and want, and then, no matter how hard it is, you better get good at those things.

In the recent years Yahoo lost ground and market share against its main competitors. In less than one year after her appointment the new Yahoo CEO Merissa Mayer scored the first positive result in the third quarter of 2012 after so many negative quarters in a row. How did she make this possible in such a short time? Because her main focus has been and will continue to be the cultural change of the company aimed at improving the customer experience.