A sense of autonomy. Sustaining a sense of autonomy in the workplace is also important in promoting implementation in the work setting (Tushman and O'Reilly, 2002). Innovation has no room for a 'taking a back seat' attitude. Individuals need to be autonomous, self-starters and take action without necessarily being asked to do so. This does not only promote the perpetual generation of new ideas but also the quick filtering and implementation of valuable concepts. In The new product design consultancies that we have studied, staff are allowed as much freedom as required to work on projects and find novel solutions; senior colleagues set the objectives and the project constraints and employees then bring their thoughts and ideas to the table to reach the best solution to the issue at hand. Encouraging and sustaining these behavioural norms in the workplace is, however, seldom an easy process. Developing a culture for creativity and innovation requires managers to care fully mobilize the generation and implementation of ideas in the workplace. According to Pfeffer (2002) and Pfeffer and Sutton (2002), this demands that managers avoid the following five pitfalls: