Leaders at IDEO prove their conviction by giving and seeking help themselves. For example, we observed a particularly successful event (in terms of new ideas generated) when a C-suite-level helper joined a team for an hour-long brainstorming session. The team’s project hadn’t even formally kicked off yet, so it was not a situation in which help was desperately needed. Nor was this leader the only one qualified to provide it. His arrival in the room signaled strongly that helping is an expected behavior in the culture and that everyone is part of the helping network.