In a word "servi-preneurship." 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.