ABSTRACT

We love peeking inside cupboards. That is what service designers do. But we also take a hard look at the business case behind what we fi nd there. Check inside your own kitchen cabinets. Chances are they are stocked with a few of the more than 179 billion Tetra Pak cartons that bring food products to consumers around the world each year.1 In a large industrial organisation like Tetra Pak, even a small engineering change can have a huge impact along the entire value chain. But innovation is not just about producing a better physical product. Deep insights about stakeholder needs help businesses fi ll knowledge gaps, identify intangible opportunities and connect with the partners and customers they would like to reach or serve better.