Leading for Innovation: And Organizing for Results

10.5. Emphasize Creative Roles

Chuck Schwab has also recognized that moving from bricks to clicks requires some fine-tuning of company culture. Like many established firms, we found it necessary to work hard to inspire employees to shift more of their focus toward innovation and knowledge sharing. We continually stress their vital creative role and encourage them to speak up and share their insights, visions, and knowledge. For companies making the transition from the bricks-and-mortar world, this is especially important.

Blending technology and the Internet into everyone's job can be scary and unsettling. I remember how our employees, as used to change as they are, resisted at first, fearing that the Internet would eliminate their jobs. In ...