Toshiba sparks a wave of innovation : New structures and incentives stimulate employee creativity

Purpose – This article describes ways of encouraging employees to be more creative, and to contribute fresh ideas that can make and save money for the company. Design/methodology/approach – Draws on information provided by the head of human resources at Toshiba Information Systems, the multinational's UK arm. Findings – Reveals that an innovation programme introduced three years ago at Toshiba has saved the company almost £3 billion worldwide and more than £10 million at Toshiba Information Systems. Practical implications – Presents six tips for unleashing employee creativity: take the mystery out of creativity; discover how individuals are creative; define challenges specifically; minimize fear of failure; take personal responsibility; and encourage active communication. Originality/value – Suggests that structure and incentives are more important than brainstorming and away days. Cites six sigma and cross‐pollination in the context of innovation.