Rady School of Management, UC San Diego

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About the Program

Changing the cultural values of an organization is the greatest challenge of management. This goal can be so overwhelming that many managers don’t bother trying, or give up in the face of resistance. However, there are simple, easy to learn techniques that managers can use to create a culture of innovation.

In the Creating a Culture of Innovation course at the Rady School of Management, the focus is on practical management tools, not on techniques of innovative thinking or creativity exercises. These tactics of culture change will be applied to innovation, but they can be readily adapted to drive other cultural values such as accountability, customer service and safety.


Topics include:

  • Measuring innovation.
  • The stages of the innovation process.
  • Systematic analysis of processes, products and services.
  • Techniques for getting more innovation from those you lead.
  • Identifying impediments to innovation.
  • Innovation sustainment.


  • Learn how to make innovation everyone’s business, not just the leaders.
  • Discover tools to encourage experiments and the evolution of ideas.
  • Gain methods to reward and publicize innovation.
  • Convert or divert individual resistors on your team.
  • Make innovation the norm in your organization.


December 8, 2011


Course runs from 7:45 a.m. – 12:00 p.m. Registration fee includes course materials, campus parking and continental breakfast.

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This course is appropriate for any executive or manager who wishes to initiate and sustain innovation from their employees.

Related Courses

  • Strategic Realignment in the Times of Change
  • Spurring Creativity in Times of Crisis


Dr. Jerry Jellison has been a professor of social psychology at the University of Southern California for over 30 years. He held previous appointments at Duke University the University of Missouri and the University of Texas, Austin. Jellison has received multiple teaching excellence awards. As president, now chairman of the board, of the 30,000 member USC Credit Union, Dr. Jellison has lead an increase in assets from $2 million to over $350 million. This real world experience informs his ideas on implementing change.

Jerry has been teaching his practical techniques for overcoming resistance to business professionals throughout the world for the past 25 years. He has extensive experience consulting with all levels of management.

His book, “Overcoming Resistance,” published by Simon & Schuster, was a Fortune Book Club selection and was named a top business book of 1993. McGraw Hill published “Managing the Dynamics of Change” in 2006.