Creativity is the process of developing new or interesting ideas, and innovation is implementing those creative ideas into valuable or profitable solutions. Innovation finds the value in creativity, so innovation is really how organisations can profit from their ideas. Customer-driven organisations do not just listen to the customers and equip the staff to deliver excellent services. They need to continually innovate and create new service experiences to remain relevant in the marketplace. The Spinovator™ Suite will create a total shift in the culture towards innovation and provide a total approach to explore and implement innovation in the organisation.