Tony Ulwick proposes that all processes follow 8 steps. Each step has a set of criteria for measuring how well it is done. When people use a product or service they go through each of the steps in the process and their criteria for each step are satisfied to various levels. At the end the process delivers the overall result for the the reason the person was using the product or service. That overall result also has a set of criteria. Restated, even if you get what you want, the process of getting it might be undesirable. There are innovations both in the end result and the process of achieving in the result.