For more than 10 years, the Innovation of Risk story has always been about creative approaches to embedding value-add risk outcomes in organisations. In 2010 we began with a simple blog website and focused on providing a place for discussions on challenging the norm in respect to risk management. In 2013 we pioneered the idea of news data feeds for understanding risk trends. Then in 2016, the concept of visualisations for risk management became part of our story. In 2022 we expanded our focus to include culture and the critical interplay between culture and risk management.