I: How did you align strategies throughout the company? DW: I rapidly became aware that campaigning is useless. People take no notice. Simply, it came about through good practice trickling down, a ripple effect. This built consent, people could see it was the best way to work. I: So the entire company becomes the r&d laboratory, in effect? DW: That’s a good way to put it. Innovation can exist in logistics systems, organisational structure, recruitment policies, communications and distribution channels and other areas. I: It’s not just about product development. DW: Absolutely not. The consumer might see new products and services but this is only the tip of the iceberg, only the effect of what is really going on in the company. I: Does innovation on this scale really give a competitive advantage? DW: I’m certain of it. Absolutely. Especially if it is difficult for a competitor to copy. The risk is, of course, that innovation may frequently lead to imitation.