3. Punishing mistakes. As we have already mentioned, the way that companies handle the inevitable mistakes of creative discovery can enhance or constrain creative processes at work. Pfeffer (2002) argues that punishing mistakes is a common pitfall in corporate environments; it creates a culture of fear and hinders organizational creativity. Pfeffer and Sutton (2002) note that managers need to acknowledge mistakes as part of the learning experience. Creative endeavours inevitably involve (often long) trial-and-error processes and treating mistakes harshly can be detrimental to the generation of new ideas. Companies that are innovation-driven tend to promote a 'forgiveness' culture, a culture of empowerment and not punishment. Such a managerial attitude mobilizes an action orientation across the organization, where people focus on doing things rather than on hesitating through fear of the career consequences of failure.