1. Sustain faith and treasure identity as an innovative company. Zien and Buckler (2004: 483) argue that 'the crafting of an innovative culture requires creating an environment of faith and trust that good ideas have a likely chance to become great products'. In good and bad times, truly innovative companies maintain creativity and innovation as a key corporate priorities. Rather than focusing on 'safe', ready-made, uninspired solutions, visionary managers 'see' and continuously experiment with intried concepts, bring in people with fresh perspectives, try new ventures, question conventional thinking, and have faith that new ideas will eventually turn into profits.