85% of the American economy is service, so why is innovation research always focused on goods? Service Innovation, which combines the latest academic research with industry best practices, outlines the methodology for including the customer in designing new services.
...you could say it's "The Lean Startup" for service innovation.
This is my Dad's book, and as such, I've read every word of it, looking for typos! :P The good news about this book is that it's an easy and fun read with tons of real-world examples.
Since this is recent academic research, you could be getting ahead of the competition by reading it... just saying!
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