When we think about innovation, often our mind turns to R&D or the next BIG thing. Businesses do spend millions and millions of dollars trying to stay ahead of the competition by working to develop new products or services that their competitors don't have.
How easy is it to select the right product? How easy is it to place an order? How long does it take to talk to someone I need? How often do I have to go on hold? How many voice mails do I have to leave? How long before someone responds to my e-mail? How long do I have to wait for my order? How much gymnastics do I need to do if I want to return something? Dos everyone I talk to make me feel like my business is important?
Silo thinking (handoffs) cause your customers to do way too much work, and is definitely not innovative, since that is how most companies operate. Being "on time" and having "good quality" is expected, and nothing to crow about. Use A3 to involve every single person in the business in SIPOC working toward simple, fast and easy for ALL customer-facing processes. Including the customer I hand my work to.