To do what we are doing today might not be enough for the future.

What products or services will be of greater value to our customers in the future? What would help them more?

What do we know about our customers’ plans?

What do we know about our customers’ customers?

To secure a future it may be vital to go beyond providing excellent service. It may be vital to innovate.

We can innovate in three ways: By studying our services we can innovate in the way we deliver them. By studying our what our customers do with the services we provide we can innovate by creating greater value for them and we can innovate by testing new ideas with them.