How Developed Is Your Culture of Innovation?

In our work and research, we’ve found that the most innovative organizations exhibit five key behaviors; they are curious, customer-obsessed, collaborative, adept in ambiguity and empowered. Complete this brief 20-question survey to determine how your organization’s culture stacks up.

Begin Assessment

By clicking submit, I confirm that I have reviewed my choices above as well as my privacy rights noted below and in the Huron Privacy Statement. Please be aware that by submitting your information here, your data will be transferred outside of the jurisdiction in which it was collected, including to the United States, where data protection laws may not be as stringent as yours. Please see our Privacy Statement for the safeguards around the transfer of your data.

Your Rights and Choices

In the legitimate interest of providing you with information you request from us, we also want you to have choices about those communications. If you sign-up now to receive messages from us, you will still have the right to change your preferences or unsubscribe in the future, either by following the instructions in the emails or by visiting our Privacy Statement for instructions. For a full description of our practices and your rights, as well as information about where to lodge a complaint or ask questions please see our full Privacy Statement. You may also contact the Huron privacy office at

  • Curious

    In general, people in our organization …
    1. Keep an open mind, constantly asking “what if … ?” or “how might we … ?”

    2. Adopt a problem-solver mindset, instead of always looking to find faults.

    3. Actively scout for new technologies or business models.

    4. Seek to surface explicit and implicit assumptions behind ideas.

  • Customer-Obsessed

    In general, people in our organization …
    1. Spend significant time with customers to understand their “jobs to be done” (customer needs).

    2. Use ethnographic approaches to develop rich, nuanced perspectives on customers and stakeholders.

    3. Regularly create customer profiles and customer journey maps.

    4. Design products and services in ways that help prospective customers adopt and use them.

  • Collaborative

    In general, people in our organization …
    1. Actively seek external stimuli to borrow and adapt.

    2. Emphasize collective goals, instead of individual goals.

    3. Build cross-functional teams with diverse expertise and viewpoints.

    4. Are transparent and frank while remaining respectful.

  • Adept in Ambiguity

    In general, people in our organization …
    1. Constantly ask “how can we learn more?”

    2. Design and execute robust tests to learn more about critical assumptions.

    3. Use data analytics, where appropriate, to inform strategic decisions.

    4. Embrace intelligent failure.

  • Empowered

    In general, people in our organization …
    1. Show a bias toward action (ask forgiveness, not permission).

    2. Embrace a growth mindset that sees possibilities, not a fixed mindset that sees constraints.

    3. Craft a clear and compelling story about the value of innovation efforts.

    4. Actively prototype “good enough” versions of ideas.

Your Overall Score Is:

35 out of 100

Your Overall Innovation Behaviors Score Is:

35 out of 100