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# Emerging Solutions: Service Innovation S14 Ep2
- URL: https://www.philmckinney.com/emerging-solutions-service-innovation-s14-ep2/
- Published: 2018-03-20T12:12:41.000Z
- Updated: 2026-04-01T14:09:04.000Z
- Author: Phil McKinney
- Tags: Past Shows, Studio Sessions, ICF, language of innovation, Michael Whitaker, service innovation, skill sets, Symbiotic Engineering, #wp, #wp-post, #Import 2026-03-26 05:08

Download [Emerging\_Solutions\_Service\_Innovation\_S14\_Ep2.mp3](http://traffic.libsyn.com/philmckinney/Emerging%5FSolutions%5FService%5FInnovation%5FS14%5FEp2.mp3?ref=philmckinney.com)

For [large companies](https://www.philmckinney.com/build-innovation-ecosystem-inside-organization/), does innovation happen tucked away in a lab? How does a professional services company innovate? I delve into these questions with Michael Whitaker (“Whit”) of ICF. He dispels misguided concepts about service innovation. The unique challenges of this industry demand a unique process. Whit shares his process for innovation at ICF.

A global company, ICF delivers strategic consulting services. ICF employs experts in a range of fields. It may seem an unlikely place to innovate. But it’s a [non-traditional industry](https://www.philmckinney.com/innovation-outside-silicon-valley/) creating non-obvious solutions.

Whit joined ICF after ICF acquired his startup, Symbiotic Engineering. He went from a small, nine-person company to a large, global one. Innovation at Symbiotic Engineering may have been tenable. It is a bigger challenge at ICF. He watched efforts to instill an innovation culture. But it didn’t take off. ICF lacked a clear pathway to innovation. With advancing technology, ICF recognized the [need to keep apace](http://philmckinney.com/building-business-booms-innovation-economy/?ref=philmckinney.com#more-15167). It was time to get serious about innovation. ICF established Whit’s position as President of Emerging Solutions.

## The Challenges

Whit employs a “pragmatic agitation approach”. The ICF performance engine is delivery of expert services. To provide clients with the cutting-edge, ICF must keep ahead of technology. It’s a delicate balancing act.

In the services business…

- profit margins are narrow
- clients are risk averse
- there is no R&D budget
- innovation is not the main focus

You have to weave innovation into the company’s daily workings. Service innovation must happen while keeping the performance engine on track.

\[shareable cite="Michael Whitaker, ICF"\]The vast majority of employees throughout their entire careers have been incentivized and trained for execution, not for innovation.\[/shareable\]

This industry conditions most employees to execute not innovate. Execution and innovation are different skill sets and mind sets. How do you get the domain expert to think about innovation?

## The Process

Whit considers his role as supportive and integrative. He works to lay out clear and believable pathways to innovation.

The book [Influencer: The New Science of Leading Change](https://www.goodreads.com/book/show/16189544-influencer?ref=philmckinney.com) has been a good resource. He highly recommends this book to those pursuing service innovation.

Steps to building service innovation include:

- Choose an area to incubate.
- Conduct surveys to assess your organization’s culture of innovation.
- Establish a common language of innovation.
- Make innovation management a core project delivery discipline.
- Build training programs to grow innovation skill sets.  
  - Teach the language of innovation
  - Encourage employees to share [peer stories of innovation](http://philmckinney.com/resilient-innovation-processes-improve-under-stress-instead-of-breaking/?ref=philmckinney.com#more-12747)
  - Encourage innovation discussions with the team and client
  - Train a subset of employees on spark sessions
  - Coach emerging innovation managers/leaders

To learn more about ICF, visit their website: [https://www.icf.com/](https://www.icf.com/?ref=philmckinney.com)

You can follow Whit on Twitter at [Papa\_Whit](http://www.twitter.com/Papa%5FWhit?ref=philmckinney.com)

On Linkedin: [https://www.linkedin.com/in/michaelwhitakericf](https://www.linkedin.com/in/michaelwhitakericf?ref=philmckinney.com)

Would you like to continue the discussion with Whit? Join him at [The Innovator’s Community](http://theinnovators.network/community?ref=philmckinney.com) on the Slack channel.

*If you know someone who would be a great guest for the show, [drop me a note](https://killerinnovations.com/work-with-me/?ref=philmckinney.com).*