It’s common knowledge that diversity, equity, and inclusion (DEI) drives growth, improving team performance and fostering innovation. However, embedding a culture of DEI requires a big shift to engage hearts and minds and challenge old ideas. Encouraging diverse thinking and risk-taking is key.
These cultural shifts also mirror the transition organisations go through to move away from business as usual, and towards an innovation-driven approach. Personal and team evolution, acceptance of new ideas, and embracing discomfort, all underscore the importance of inclusive leadership for success in both new product development and DEI.
This is something that Firetrace, a Halma company based in Scottsdale, Arizona which manufactures fire suppression systems, is actively pursuing.
Inclusive leadership is essential to innovation
Safiyyah Khan joined Firetrace in August 2021 as Head of Marketing, New Product Development and the Clean Energy business segment. She is also a member of the company’s Board. Her mission is to guide Firetrace towards greater innovation, aiming for 50% of its revenue to come from new products by year end 2027. To achieve this goal, Safiyyah recognises the need for two critical factors.
Firstly, a mindset shift is essential where ideas are welcomed, even if they may not always succeed. Secondly, seeking out diverse ideas and encouraging all employees to contribute is vital. This matters a lot because when we include views and experiences from people who aren't usually represented, we get a better understanding of what customers from those groups think and experience too.
Diversity is also crucial in product development because it brings fresh ideas beyond traditional business approaches which is necessary to foster the type of innovation that Firetrace is looking for.
Safiyyah has been working on this at Firetrace. She's focused on creating real connections and trust with her team, peers, and other employees. This is how inclusive leadership is built. She takes the time to get to know each team member and help them be successful. It's a slow process, but Safiyyah has seen its value, especially with her team member, Aaron Haynes.
Aaron joined Firetrace nearly three years ago as a Senior Market Segment Manager. However, during that time, he didn't always feel safe to take risks or comfortable expressing differing opinions. By providing coaching, serving as a role model, and helping other leaders understand various cultural norms and values, Safiyyah has effectively supported Aaron in reaching his full potential at work.
Reaping the benefits
Earlier this year, Aaron earned a promotion to Director of Strategic Marketing. He is now a crucial player in Firetrace's commercial team, overseeing the introduction of numerous new products. In the last two years alone, the team has introduced nine new products, which contributed 10% of the company’s revenue, in contrast to zero products in the preceding 10 years. Additionally, Aaron has established a distributor’s excellence programme to gain deeper customer insights and identify new opportunities. He also implemented a new process to streamline Firetrace’s product development process.
The leadership team has taken note of Aaron’s growth and continues to support his professional development. They are even sponsoring his participation in a new leadership programme designed for individuals with potential. Aaron is also paying it forward; he uses his leadership position to promote development and inclusivity among those in and around his sphere of influence. For instance, he aspires to mentor individuals from underrepresented groups and brings a unique sense of compassion and humanity to his work, a quality that is often rare to find.
Unlocking each person’s potential helps everyone. But it’s even more important for underrepresented talent. These individuals often deal with extra biases and obstacles in their careers. These challenges don’t feature in business or leadership classes and can be difficult to appreciate if you haven’t experienced them yourself. If people don't feel like they belong in an organisation, they won't be able to reach their full potential and make a meaningful impact.
Firetrace is a prime example of how innovation is most successful when leaders create an inclusive culture that includes all voices, and where you have advocates who nurture their talents. Leaders like Safiyyah make this possible: they promote inclusion, empower underrepresented individuals, and provide them with practical advice, strategies, and tools for personal growth. This has made a real difference for Aaron, who is now thriving in a diverse commercial team. The company is benefiting from the performance advantages of his deeper sense of belonging and inclusion because of it.
