Soft skills, human development and equity are vital elements for the understanding and management of any organisation. The competences, skills, teamwork, role and leadership within the organisation make it possible to guarantee quality and positioning in its environment. The objective of designing innovation strategies to strengthen the organisational structure based on soft competencies represents a look at human development and equity. The participants included 18 employees and 123 clients (consumers, doctors, common people, legal entities and natural persons) of the company Hermanos Villeras S.A.S., located in the municipality of Barranquilla. A mixed design was carried out, implementing a concurrent triangulation model and using instruments such as questionnaires and interviews. These allowed the identification of employee profiles, characteristics of the contexts, situations and soft skills of the employees. The data were thoroughly analysed. The study was proactive, as the innovation prototype allowed us to strengthen it. As a result, the implementation and evaluation of the prototype respond to administrative policies and loyalty tasks, as well as areas for improvement. Regarding internal communication, 61.1% of the employees mentioned that soft skills are "almost always" necessary for successful collaborative work. Time management and planned activities were reported by 38.9% as occurring "sometimes". In relation to human development and equity, 38.9% of employees mentioned that these are "almost always" necessary. Regarding problem solving, 44.4% indicated that they deal with problems "sometimes", pointing to the need for more proactivity.