It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.