"When frontline service workers are asked to become creative innovators, not just service providers, it ennobles their jobs."
"We normally associate innovation with R&D, product and service development, and new 'offers' to relevant markets. You might call this 'supply-side innovation.'"
"We don't spend nearly as much time asking how a company — in particular, a consumer-facing company — can engage in 'demand-side innovation.' That's not innovation focused on what a company sells, but on how it sells it. What's the nature of the interaction between customers and brands? How could such interactions become more compelling over time?"