Structure your innovation culture

Innovation explosion

Since the beginning of the innovation explosion, the changes in our society and our companies follow each other at an ever increasing speed. In order to remain relevant, your organization must be able to respond to these new circumstances.

Unfortunately, most organizations are not prepared for this and are struggling with this innovation acceleration. In particular medium and large companies suffer from rigidity and constantly have to struggle not to get stuck in heavy structures and processes. 

'Fuzzy' front end

The current models of innovation are mainly confined to the so-called innovation funnel and implementation. But how should we start? How do we get that funnel filled with high quality ideas?

There are few who know the answer to that. Hence the name: "fuzzy" front end of innovation. For most managers that part feels like a black box. Something uncontrollable and difficult to manage. 


Wouldn’t it be great if there was a simple and clear model that could structure, measure and improve that front end of innovation in your organization? What if we could provide an organic and constant flow of qualitative, innovative ideas, conceived by your own team?

Cromax framework front end innovaton Eng


CROMAX, or the creative organization matrix, is the first fully evidence-based framework that maps corporate culture into the front end of change and innovation.

We developed the Cromax model in collaboration with researchers from the University of Ghent. It contains more than 60 scientifically substantiated parameters that enable us to accurately assess, improve and manage the innovation culture within your organization. 

The model

The model consists of 2 axes:

The vertical axis contains the different layers within the organization: Individual, Team and Organization / Leadership.

The horizontal axis describes the different process phases: Orientation, Idea creation and Idea Promotion

Together, this creates a simple model of 9 building blocks, which is incredibly performant thanks to the underlying +60 parameters at the same time.

In the image below, we have summarized each box in 1 title. Of course, this is a strong simplification, but it gives you an idea of the various aspects that are addressed.

Cromax building blocks Eng

Test yourself

Feel free to test: Read each of the 9 titles and wonder how your organization scores here.

Everything perfect? Congratulations, you may not need our expertise. Some doubts here and there? Or even less than 6 out of  9? Then we can help you!

Cromax in practice

Of course, CROMAX is not just to a theoretical model. In everything we do, we start with this model as a solid backbone.

Thus, we design all the transformation processes we facilitate, based on the insights from CROMAX.

In addition, we offer several training packages that enable both you and your employees to develop the right insights and skills to convert CROMAX into practice.

And finally, we are constantly working on a practical toolkit that supports change makers to get more from the human capital of their organization.

Contact us!

Curious about the creative possibilities in your organisation? Or are you facing a challenge and do you need our help? Please contact us, we like to come over for coffee!