Cettina Raccuia
Cettina Raccuia builds the innovation and creative capability of organisations — the shared ability to generate possibilities, and to turn them into action toward a new aspiration or direction. Her work spans very different territories: enterprise transformation at one end, the daily one-per-cent improvements at the other, and the understanding that the same conditions power both.
The evidence runs deep. As RAC's General Manager and executive for design and innovation, she led multi-million-dollar transformations designed with customers rather than for them, and ran RAC CoLAB — the design lab where members, communities and multidisciplinary teams imagined new futures and turned them into practical action. Her experience reaches across industries — public sector, health, education, financial services and beyond — often leading teams through rapid change. She represents Australia in a Boston-based global innovation think tank, and when the pandemic arrived she helped build Western Australia's pop-up Innovation Hub with Professor Fiona Wood and Jemma Iles leading — high stakes, no map, and real action within weeks.
Now co-founder of Alternative by Design, she works beside executive teams and their people, building the capability to navigate whatever territory comes next — whatever its size. Away from the boardroom she is an emerging poet and writer — the conditions for creativity, kept alive at her own desk. The Creative Culture Code is what she has learned.
Based in Perth, Western Australia. Speaks anywhere.
Human creativity is infrastructure
Most organisations treat creativity as a trait: they hire for it, concentrate it in a department called Innovation, and are then surprised when nothing changes. This work reframes it as a system — three conditions that determine whether ideas surface, sharpen and ship, in any team, in any industry.
The claim is testable — conditions can be observed, measured and rebuilt. That is what separates this from motivation: motivation fades on the drive home from the offsite; infrastructure is still quietly there the next morning.
Start with the talk
One hour, one honest argument, and a room full of leaders with somewhere real to start.
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