The document discusses accelerating growth through service innovation. It notes that services are becoming core to business landscapes and a major topic for CEOs, with 70% of Fortune 500 companies expecting future revenue growth from services. Traditional businesses will need to transform their service innovation capabilities to succeed in increasingly competitive markets. The study aims to identify critical capabilities for transitioning from product-focused to service-based business models. It will involve a structured questionnaire and interviews with senior leaders across industries to develop a contemporary perspective on this key issue. The results will provide insights on scaling service innovation within organizations.