While these roles are very important, the ability to innovate from an “outside-in” standpoint may be even more valuable. How do we get people who  experience ‘customer reaction” or people who work in factories to surface and take action on the things that they observe? If you don’t provide the tools for that and enable that, then you have the danger of 1) the signal for innovation not reaching the source 2) the signal being transformed on the way to the source. A signal loss can change the idea entirely and alter the impact of the innovation.