Innovation is a fundamental process for the development of a prosperous and dynamic economy in this post-Covid era. The use of the Rao and Weintraub Model (2013) allows us to have an X-ray of the innovation culture of various organizations through the vision of general managers and/or founders. When these types of tools are used, it is possible to provide invaluable assets to decision makers for the promotion of elements towards a solid culture of innovation in a region, since it allows the identification of dynamics and practices in a sample of companies. In the case of the study, the application of the instrument was carried out between the months of July to September 2021 to 177 managers and/or founders of small and medium-sized companies in the state of Guanajuato.