This document discusses how to build a culture of innovation in a world of constant change. It argues that culture is the most important factor for thriving in today's unpredictable environment defined by flux, hypercompetition, and creative destruction. A strong culture that motivates employees and promotes innovation is necessary to gain a competitive advantage. The document outlines key aspects of developing a culture, including adopting a holistic view of humanity that fulfills potential, and balancing exploration of new ideas with exploitation of existing knowledge.