In a word "servipreneurship." Of course, this word doesn't exist in normal usage (yet), but for me it captures the essential elements. Namely, all services, under the covers, are (business) processes. Services exist to provide a solution to its client to solve some or all of a problem they have. Innovation is the result of considering the prospective clients problem-to-be-solved, then defining a service that does this much better. And just as form follows function, process follows service. Each service is, in my view, a mini-business whose execution is by a business process. In that vein, innovating a process is, equivalently, offering a new or better solution to the service client, and those who do it are "servipreneurs." I also believe in the IT-enablement of business processes using BPMS, BRMS and CEP to both reduce issues of change management while at the same time enhancing service/process agility.