Innovation is, literally, bringing in something new. People often think this just refers to new inventions, machinery or technology. In fact, it usually starts with new thinking, new ideas, and new ways of looking at things. After all, it is hard to change policies or improve service if ideas are fixed and viewpoints remain narrow. Innovation breaks through these boundaries to wider horizons, blowing a breeze of fresh air into existing practices.

They say that any company that does not innovate will die. It is slow death by complacency, which saps performance and which strangles new ideas. But for fast-growing companies like SSL, it is necessary to have innovation as a company value. This encourages all people at all levels and in all divisions to put their suggestions forward, knowing that at least someone will listen seriously.

This is very motivating. After all, those who do repetitive tasks are the first to know what can be tightened up for greater efficiency. Using their ideas could move mountains. Senior managers use innovative thinking to develop their strategies to create new business dynamics, to push for expansion of activities, to find new partners and persuade them to join the company.