This book examines the context of innovation in an increasingly services-driven economy. It starts with the commodity trap product-focused businesses often find themselves in. It considers the challenge of growing a services focused approach to innovation, changes required in the business model to achieve this, and the value of Platforms that combine both products and services together. The book has been translated into Italian and Spanish, and Japanese, Chinese and Korean translations are in Process. This book was nominated for a 1800 CEO BestRead award for 2011, and received Axiom’s Silver Award for Best Business Book of 2011.