IntroductionINNOVATION ON THE DIGITAL FRONTIER
A number of years ago I (Joe) gave a boardroom talk in Milan, Italy, to a number of executives from different companies. One was the vice president of a global coffee manufacturer, who said something that amazed me: “There’s been no innovation in the coffee industry in fifteen years.” I responded: “Have you never heard of Starbucks?” This gentleman could only conceive of innovation in physical goods, not in experiences— a particularly ironic stance given we were in one of the foremost coffee meccas of the world, the very city that inspired Howard Schultz to create the Starbucks coffee-drinking experience.
That is what we desperately need in business today: experience innovation. Why? Because we are ...
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