The Values Chain: An inquiry into how we create and capture value when we innovate

GMO! The devil! Burger King has shifted the conversation from labspeak to humanspeak, and have in that process they have created a new and more positive type of foodspeak. They decided to think different, as Apple once exhorted us.

We might think different as innovators to capture more value that is being transferred to other partners in the value chain who have better mastered the power of story and connect to their customers through the power of service.