At heart this is a book about marketing.  The key concept that is highly relevant to service innovation (and product too) is the insight that businesses that people love do three things.  They:

* Entice
* Enable, and
* Enrich

their users.

These are exactly the things we need to do with services (and by extension service innovation).  They even allow us to address the customer resistance aspect specific to service innovation; if you can not entice, enable and enrich your users of course they are going to resist the innovation.

Entice is…

Enable is…

Enrich is…

Check out the Kindle preview below