Innovation seems to be a hot word these days. Books, magazine articles and newspaper stories proclaim innovation as the key to the future. So I have this mental image of a CEO pounding his desk screaming, "Innovate!" while intimidating those around him into a catatonic state of non-innovation and a continuation of the status quo.

Innovation can only occur when it is encouraged -- when leadership is willing to allow the freedom to explore and experiment -- because innovation is risky. For every success, there are many failures. Naturally the goal is to make the few successes produce far more than is lost in the many failures, and this has to be understood before people will be encouraged to risk their necks in innovation instead of seemingly playing it safe by doing the same old thing.

Innovation is much like farming. Just as a farmer's field must be cultivated before planting seeds, innovation must be cultivated. Just as a farmer feeds and nurtures the crops, new ideas must be fed precious resources (capital/time/effort) and nurtured with encouragement. Just as the farmer harvests the crops when mature, the company improves a process, creates a new product or develops a new method to delight customers when the innovation matures enough to bear fruit.

So, if innovation is going to bring companies into a glowing future, how does a company start the innovative process? The first step is for the owners or management to step up and commit to becoming innovative, willing to try new, bold initiatives and create that environment where innovation can grow and flourish. It has to empower some people or teams, as William Shatner on Star Trek said, "To explore strange new worlds. To seek out new life and new civilizations. To boldly go where no man has gone before."

Cultivate innovation at your shop instead of sitting back letting the marketplace pass you by. It worked on Star Trek. It works on farms. And it will work for you.

Opinions expressed solely are those of the writer. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. For more information or to get his free report, "Tolerations driving you nuts? Eliminate them now!" contact larry@larrygaller.com or call (219) 464-9463.