Season 5, Episode 27. Vision, Mission, and Values with Natalie Born
In this episode of Innovation Meets Leadership, host Natalie Born launches a special series exploring her book Set It on Fire: The Art of Innovation. Starting with the critical foundations every innovative organization must build. Joined by Moriah, who steps in as interviewer for this series, Natalie unpacks why many companies struggle with innovation not because they lack ideas, but because they lack clarity.
Drawing directly from Chapter 1 of the book, Natalie explains how vision, mission, and values form the structural foundation that allows innovation to flourish. Without a clear vision guiding decision-making, a mission that evolves with the organization, and values that shape culture and behavior, teams often operate in silos or hesitate to contribute ideas.
The conversation explores how leaders can empower teams by sharing the big picture, creating psychological safety, and building cultures where people feel confident raising ideas and learning from mistakes. For leaders who want their organizations to innovate consistently—not just occasionally—this episode offers a practical roadmap for strengthening the foundation first.
[00:00 – 02:20] Launching the Set It on Fire Series
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Natalie introduces the new podcast series exploring her book chapter by chapter
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Moriah joins the show to interview Natalie about the ideas behind the book
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The goal: turning innovation into a practical field guide for organizations
[02:21 – 06:00] The Foundation of Innovation
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Why organizations must examine their vision, mission, and values before attempting innovation
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How unclear foundations prevent teams from making confident decisions
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The “house foundation” analogy for organizational stability
[06:01 – 09:20] The Power of Vision
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Why a strong vision expands what employees believe is possible
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The dangers of “incrementalism” where leaders control information
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How sharing the big picture empowers teams to act like owners, not renters
[09:21 – 12:05] Mission Statements That Evolve
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The difference between vision (future-focused) and mission (what we do now)
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Why organizations should revisit their mission every few years
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A case study of a company that expanded innovation by redefining its mission around customer solutions
[12:06 – 15:40] Values as Organizational Guardrails
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How values shape behavior, culture, and hiring decisions
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Natalie’s philosophy: hire and fire by the values
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Using values as guardrails to guide decisions without limiting innovation
[15:41 – 19:23] The Role of Psychological Safety
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Why innovation requires a culture where people feel safe sharing ideas
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A real example of a failed “lessons learned” meeting due to blame culture
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How fear inside organizations can cost millions in missed opportunities
[19:24 – 23:00] Creating a Culture That Supports Innovation
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Why team members hold back ideas when they sense risk or criticism
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The importance of leaders modeling openness to questions and challenges
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How healthy teams encourage discussion instead of shutting it down
[23:01 – 25:10] Natalie’s Advice to Leaders
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Don’t start with new ideas—start with the environment
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Most organizations already have smart people with great ideas
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Leaders must create the conditions where those ideas can surface and grow
[25:11 – 26:30] First Steps for Organizations
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How leaders can assess whether their vision, mission, and values are actually known
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Simple exercises like asking employees to articulate the company vision
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Creating a one-page guide with the organization’s foundation and goals
Quotes
“Innovation doesn’t happen because leadership declares it—it happens when the environment allows ideas to surface.” – Natalie Born
“When leaders keep the big picture to themselves, people show up as renters instead of owners.” – Natalie Born
“Don’t start with ideas. Start with the environment that allows innovation to happen.” – Natalie Born
Guest Links
Natalie BornLinkedIn: https://www.linkedin.com/in/natalieborn
Website: https://innovationmeetsleadership.com
Book: Set It on Fire: The Art of Innovation Book & Resources: https://setitonfire.co
If this conversation resonated with you, leave a review and share this episode with a leader who’s ready to rethink how innovation really happens inside organizations.
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Don’t just get out of the box—break the box and set it on fire.🔥
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