This document discusses creating a culture of innovation and responsibility at a company. It analyzes where the company currently lacks results and initiative due to overly standardized processes that create comfort instead of responsibility. It recommends putting employees out of their comfort zone by providing easy-to-understand KPIs and the instruments to achieve them, in order to encourage non-standard behavior, initiative, and business growth. A new lifestyle and policies are proposed that emphasize responsibility over standardization through compensation, HR policies, competencies, and social standards tied to clear KPIs.