The service mix helps us avoid myopia in innovation and gives us the framework to see what components we can mix between in our efforts to help beneficiaries make progress.

It is part of our definition of service, and comprises:

• employees
• physical resources
• goods
• systems

that the ecosystem offering the value proposition decides to provide

As we see goods as a way of delivering service, the traditional goods-service continuum makes less sense.

However, we can observe a (self-)service-service continuum. Where we move from predominantly service provider's goods used to transport service through to more use of provider's systems, physical resources and employees.

The continuum exposes various non-functional progress beneficiaries seek to make.

Back in 2000, Pim den Hertog published a service innovation model that we can use to search for and explain service innovations (den Hertog (2000)). It uses three aspects of a service innovation:

• Dimensions - new concept, new client interface, new delivery system (process, culture, organisation) and technology options
• Capabilities - HR, Organisational and Marketing & Distribution
• Comparisons - to existing & competing services; to service workers; and actual & potential customer

In a later 2010 update he introduced 2 more dimensions - new revenue model and new business partners. As well as renaming technology options to new delivery system (technology).