One of the biggest myths in business is that innovation only comes from the top. That it’s reserved for a few “creative geniuses” or born in a lab with a billion-dollar R&D budget. That’s not true—and it’s never been my experience.
Real innovation happens when you create the kind of culture where everyone feels empowered to speak up, take risks, and throw bold ideas on the table. It’s not about hierarchy or job titles. It’s about the environment you build.
Innovation Doesn’t Happen Without Culture
When we were growing FUBU, we didn’t have access to elite consultants or high-tech strategy sessions. What we had was hustle, community, and a team full of people who weren’t afraid to speak up. Some of our most iconic moves—like our guerrilla marketing strategies and cultural collaborations—came from conversations that had nothing to do with “marketing meetings.” They came from listening to people on the ground. People who saw opportunities before the rest of us did.
That’s why I say innovation starts with culture. If your team isn’t being creative, you’ve got to ask yourself: have you given them the space to be?
Your Leadership Style Either Fuels or Kills Creativity
Too many leaders unknowingly shut down innovation. They say they want fresh thinking, but then reject anything that feels unfamiliar. Or they create a culture where people are afraid to be wrong. And let me tell you—you can’t build a culture of creativity if your team is scared of failure.
As a leader, your job isn’t just to make the final call. It’s to set the tone. That means making curiosity part of your DNA. When I sit down with my team, one of my go-to questions is, “What have we tried recently that didn’t work?” Because if everything we’re doing is safe and predictable, then we’re not innovating—we’re coasting. And coasting is just the slow road to falling behind.
Recognize Ideas, Not Just Results
You’ve got to give your team a reason to want to innovate. That doesn’t always mean bonuses or shiny perks. It means making sure people know their effort matters. Sometimes the idea that didn’t work today is the one that unlocks the win tomorrow. If people know that their creativity is valued—even when it doesn’t lead to instant success—they’ll keep showing up with ideas.
Creativity isn’t something you outsource to a single department. It has to be built into how your team operates every day. And it has to be rewarded at every level—from the executive suite to the intern desk.
Final Thought: Innovation Is a Team Game
Innovation isn’t a department. It’s a mindset. And it only takes root when everyone—from the top down—feels invited to think differently.
So if you want a more creative, innovative team, stop asking where the great ideas are. Start asking what you’re doing to create space for them to emerge.
The truth is, every business—no matter how big or small—has the potential to innovate. But that potential only comes to life when the culture gives it room to grow.
Let your team surprise you.
— Daymond
