Jeanne Liedtka is a professor at the Darden Graduate School of Business Administration, University of Virginia. Formerly the executive director of its Batten Institute, a foundation established to develop thought leadership in the fields of entrepreneurship and corporate innovation, she has also served as chief learning officer for the United Technologies Corporation (UTC) and as associate dean of the MBA program at Darden. Tim Ogilvie is CEO of Peer Insight, an innovation strategy consultancy, where he has pioneered contributions to the emerging disciplines of service innovation, customer experience design, and business model exploration. His clients include AARP, Bank of America, Diebold, GE, Hallmark, Hewlett-Packard, Procter & Gamble, Starwood Hotels, and The Hartford.