ABSTRACT
Managerial systems thinking is currently focused on compliance and scientific/technical requirements rather than eco-innovation and opportunity. In the process of seeing, challenging and changing, ideas can be generated by everyone, and the use of 'green teams' is becoming an important phenomena in eco-innovation. The chapter argues that learning to learn is a crucial ingredient in innovation, and so it is important to generate more questions than answers—bothseeing and questioning are crucial to innovation. To create sustainable products and services that increase stakeholders' 'quality of life', whilst at the same time achieving major reductions in resource and energy use, will require a significant emphasis on stimulating new ideas through higher levels of creativity and innovation. Eco-innovation is also happening within the service sectors. The following two industrial sectors, telecommunications and leisure, provide interesting examples of new ideas that try to incorporate and focus on bringing environmental benefits into their services.
