If you agree with me that service-dominant logic is the way forwards for innovation, then what does this mean pratically?
Well, it requires shifts in our thinking, behaviours and actions.
The fundamental shift, from which the others really follow, is the thinking shift from making something to assisting beneficiaries make progress.
As we are “assisting” then that drives value to be co-created in a relational rather then transactional ways. And we should treat beneficiaries as resources rather than targets. As well as realise that firms' resources are primarily operant (ie can do things, which usually means people) and not operand (goods). And not least, efficiency is found through effectiveness.