ABSTRACT
From a bird’s eye view, we can define business holistically as the ongoing act of creation and improvement. (See Figure 2.1.) You create something new to offer to customers, and then you try to make it better (improve) while also trying to come up with something new or different again (innovate). In an overarching sense, this is how businesses evolve: as a function of the healthy tension and fine line between innovation and improvement.
