Innovation and design have become buzzwords in today's experience economy, and companies are expected to lead the way in these areas. However, simply calling a workplace culture "innovative" or "creative" is not enough. Companies must focus on creating bold values underpinned by an aspirational vision in order to stand out from their competitors. This means highlighting the principles and ideals that they hold dear and standing for something. Additionally, companies must build an environment that fosters entrepreneurialism, creativity, and freedom. Physical space is important, but so is fostering a culture where employees feel empowered to contribute to all aspects of the business. Companies must also encourage diversity and inclusion in order to promote out-of-the-box thinking, which has been linked to better performance and increased creativity. Managing a company's digital reputation is also vital, and employees should have regular opportunities to provide honest feedback. Finally, seeking third-party feedback can provide objective insight into how a company's culture is perceived by potential candidates.