Our consultants firstly painted a picture of governance in the water safety arena. What does this entire field look like, both formally and informally, in terms of direction, management, oversight and accountability? How are responsibilities, roles and relationships arranged? We then interviewed representatives from companies and organisations in the sector. How is the innovation process organised and experienced? To focus the interviews on the culture around innovation, we used culture quadrants. Which of the water safety sector’s traits do you want to cherish or encourage, which do you want to see disappear and what do you want to say goodbye to? When preparing the interviews and the analysis of the results, we asked for input in the reflection sessions from a cultural experts and a social designer.