Leaders of successful businesses foster innovative work environments where their employees are able to creatively apply their knowledge and strengths to solve their customers’ problems. This sort of work environment is motivating for employees, results in happy, repeat customers that are happy to pay for your services and products. It is a win-win-win for everyone.
Back in the early 90’s I worked for a consulting company that had this mindset. Employees were encouraged to work with customers to identify areas in their businesses that could be improved. We then proposed a number of solutions to deal with these improvement opportunities and the customers would hire us to implement them.