True innovation and ownership come when everyone is part of setting the direction. In this video, Dr. Michael Hurt explores how engaging people at every level turns strategy into a shared act of creation that fuels both empowerment and better outcomes.

Everyone makes choices

Every company wants to be more innovative and entrepreneurial. But real ownership happens only when people are truly engaged in shaping the direction and solving challenges together. When employees co-create ideas, they naturally feel more invested and committed to making them succeed.

Co-creation builds commitment

Dr. Michael Hurt highlights the power of including everyone in the strategic conversation. He challenges the traditional split between “strategy” and “implementation,” showing that everyone in an organisation makes choices that matter. This shift in mindset transforms strategy from a top-down plan into a shared, empowering dialogue.