According to KPMG, innovation is a pending issue in 47% of Mexican companies. Investing in it, among multiple benefits, makes it possible to participate in new markets, improve the relationship with stakeholders and grow sustainably. Diana Kolbe, professor-researcher at EGADE Business School, and Maša Kuljiš, researcher at the Center for Digital Evolution at the Tec de Monterrey Business School, share tips and foundations to make innovation, more than an occurrence, a culture that permeates the mystique of the business and promote its development.