Chapter Eight. Service Innovation: Breakthrough Innovation on the Product–Service Ecosystem Continuum
Services are intangible. You buy them and use them, but you don’t take them home. Yet the service sector accounts for more than 65% of the U.S. gross domestic product (GDP). Navigating the Fuzzy Front End of service design is no different than doing so for physical products. However, the new opportunity for the twenty-first century is to recognize that an ecosystem of physical products and intangible services working in concert and supporting each other is where breakthrough innovation lies. Designing services within the context of that ecosystem is the topic of this chapter.