Startups disrupting the status quo all work in different ways, but there are four things truly innovative companies don’t do:

1. Overthink and prolong taking action.

Discussing potential solutions to a problem often feels safer than taking action but innovating in a theoretical capacity robs your startup of valuable lessons and prevents you from exploring all possible outcomes. Don’t let your team become paralyzed by “what ifs.”

I’m teaching my daughters how to surf, and I give them the same advice I gave my team to keep them from overthinking: Once you understand the basic principle, you just have to dive in and try it. Yes, you’re going to fall and get bruised, but you can’t truly understand the dynamic environment around you until you stand up and feel the wave under your feet.

2. Create rigid structures.

Cultures where team members feel compelled to ask for the boss’s approval are built on hierarchies that crush experimentation. In the startup world, it’s much better to ask for forgiveness than to ask for permission.

Facebook was built on the motto “move fast and break things.” It celebrated failure -- even bugs that crashed the site -- because mistakes were a sign that people were moving quickly and challenging the status quo.

Giving your team carte blanche to take risks will ultimately benefit your startup, but you must support this ideology with your actions. I’m usually the first person to break the most expensive piece of new technology in the office, but I believe it helps create an environment where my team feels safe to experiment.

3. Shy away from conflict.

Conflict is the result of passionate dedication to an idea and an essential component of innovative cultures. Amazon CEO Jeff Bezos detests “social cohesion” and actively encourages leaders to “have backbone; disagree and commit.”

Conflict is also a natural byproduct of working in an environment with diverse perspectives. I spent 10 years as a creative director blending technology and visual design, and I found that the greatest victories came from the seamless integration of teams with different goals. The trick is building a culture where every idea is respected and valued to nurture healthy disagreements and minimize destructive conflict.

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