I believe that this challenge is the biggest one for change leaders seeking to drive innovation in professional service firms. This is supported by the findings of the study discussed in the previous chapter, with ‘Little motivation for employees to innovate’ identified as the top barrier and a ‘Hostile culture to innovation’ as the third highest barrier. I have combined these two barriers into this section as they have a lot of overlap. As I consider this to be the biggest barrier to innovation in professional service firms, and also complex in its issues, I have provided more analysis and detail on recommendations than in the other five areas. Indeed a number of the recommended actions are relevant to the other challenges and so can be referred to for actions to address these specific challenges.