In today's rapidly evolving educational landscape, fostering a culture of continuous innovation is crucial. Encouraging faculty to explore and adopt new instructional approaches is key to enhancing student learning experiences. Yet, institutions often face challenges in successfully engaging faculty in this process. In 2017, while at William & Mary, I presented with Instructional Design Specialist Josh Chung at the Online Learning Consortium (OLC). Our presentation, titled "Building a Faculty Development Culture for Instructional Innovation: Opportunities and Challenges" delved into the complexities surrounding innovation in higher education. We explored motivations, barriers, and strategies for institutions seeking to cultivate a dynamic environment where innovation thrives. Presentation Summary Defining Instructional Innovation: The presentation clarified that instructional innovation encompasses any new or creative approach that aims to enhance students' learning. It can range from small, incremental changes to disruptive shifts and may or may not involve technology. The Context of Innovation: We examined the delicate balance between an institution's teaching mission and an innovation-driven culture. The presentation looked at the issue from both macro (institutional) and micro (individual faculty/student) perspectives. Reasons for Resistance: Despite the potential benefits, faculty can be hesitant to embrace instructional innovation. We highlighted key reasons: limited formal training in teaching, a culture focused primarily on research, and a lack of awareness of available resources. The Importance of Marketing Faculty Development: The presentation stressed that merely providing faculty development options is insufficient. Institutions need to strategically market these opportunities using principles like the 'Enrollment Management Funnel,' tailored messaging, and even mirroring successful models like the pharmaceutical sales representative approach. A Multi-Level Marketing Model: We proposed a marketing model for faculty development that targets three key areas: Individual: Appealing to faculty's intrinsic desire to improve student learning and be part of a progressive environment. Instructional: Focusing on practical benefits, meeting students' needs, and pedagogical effectiveness. [...]