The advertising industry always talks about the importance of acting like a start-up. So, in October of last year, our agency decided to put its money where its mouth is, and launched its own start-up, Crafted By My Heart, an iOS app that allows people to create customized jewelry based on their heartbeat. This presentation, originally prepared for Advertising Week Asia 2017, focuses on the old habits our agency had to let go of in the process, while also providing practical tips and frameworks for agencies and corporations alike that are looking to foster a culture of innovation from the inside out.