“When I look at my company,” Susan said, “many times I see the stifling of creativity and innovation, often in the same sentence extolling the virtues that are being trampled.”

“How so?” I asked.

“We have some initiative suggested by a consultant, process improvement,” she said. “We spend a couple of off-site days banging our collective heads together to come up with ideas to make things more efficient. We chew up a couple pads of flip-chart paper, posted on the wall, everyone high-fiving.”

“And?” I asked, looking for the other shoe to drop.

“And two weeks later, nothing has changed. We are still doing things the same way, suffering the same consequences.”

“Do you personally believe creativity and innovation are important,” I pressed.

“Of course,” Susan replied. “We had some great ideas, it’s just that nothing seems to happen.”

“Sometimes, ideas are not enough, intentions are not enough, even first steps are not enough,” I replied. “Sometimes, it’s the context in which these ideas sit. It is the surrounding conditions that serve to resist new momentum, change. We are seldom wanting for creative and innovative ideas, it is creating the conditions for those ideas to flourish. Sometimes, it is difficult to create the conditions for those ideas to even be possible.”