Many businesses, for the most part, are currently in survival mode. The smaller the company, the bigger the danger of going under. For this reason, there has been a surge in the rise of innovation culture. 

Innovation culture is essentially a subset of corporate culture. It encourages out of the box creativity, spread across many departments. In an ever-changing world that demands innovation for a company’s very survival, staying the course almost certainly means failure. For this reason, putting out immediate fires is fine, but it can’t be the sole focus of companies who wish to be around for the long-haul.