This is a repost of Steve Faktor’s original article on Forbes.

In a way, innovation is like sex: those talking about it most are probably doing it the least. Before founding IdeaFaktory, I’ve had the privilege (and collateral hair loss) of innovating at top Fortune 100 firms, where ‘talk’ was unavoidable. So I decided to codify my lessons as The 4C’s of Innovation^(TM). These are: context, creativity, capabilities, and most importantly, culture.  Any innovation worth doing demands cultural change. But who will lead that change? And who will reject it? Why does the same ra-ra event move some employees to tears, but lands like the Hindenburg with others? No need to hire an army of psychologists to electroshock your workforce for answers. Unlike fluffier lists of people to hire, I’ve profiled the nine kinds of people in your company now  who will make or break any innovation or change initiative.  (For more on culture change, also check out my new podcast with this week’s guest Stan Slap.)

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