Exploit our foundation for execution for growth (chapter 8)

If the company's people don't know how to use the foundation, the payback won't happen.
Align incentives so that people are motivated to exploit the foundation. If the operating model demands integration and standardization, not individual heroics.
Encourage and reward creativity.
- Outside-in creativity looks to the marketplace to identify opportunities that leverage or add to the foundation.
- Inside-out creativity looks to the foundation to see what is possible and may appeal to customers.