Research over 40 years shows that a business environment that creativity and innovation can be named and measured by the Situational Outlook Questionnaire or simply SOQ (other climate assessments can be found in the form of Keys to Creativity, the Creative Climate Questionnaire (CCQ) Climate and the Team Inventory (TCI)). This innovation favorable business environment includes nine facets that will make a difference between stagnating and innovative organizations. Hundreds of business measurements over the last decade underline the importance of the "right" business climate. Indeed, one wishes the oxygen level in the organization right away. 100% oxygen is equally harmful than 0% oxygen. So the question is how much should a company's score on each dimension to this "ideal" business environment?