Why do certain service experiences seem to have that undeniable WOW factor? Is it due to the Kaizen effect or due to an unseen effect? How does the devil’s advocate vanish in the presence of such a wow factor? Some services look magic even to a magician... Now the question is how should one innovate a service? Is it by mining the true needs or extended needs of the customers or by foreseeing the unknown needs of the customer? Numerous questions raise in one’s mind, and while few stay, the rest fade away...
4^3 Architecture for Service Innovation: Innovation Doesn't Come Out of Nowhere. Available from: https://www.researchgate.net/publication/298217475_43_Architecture_for_Service_Innovation_Innovation_Doesn%27t_Come_Out_of_Nowhere [accessed Feb 09 2018].
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