IM & Innovation Tool

Jeneanne Rae, Carl Fudge & Colin Hudson

Jeneanne Rae is the CEO of Motiv Strategies and a nationally recognized thought leader on innovation management and design strategy. She was hailed as one of BusinessWeek’s “Magnificent Seven Gurus of Innovation” in its cover story on the creative corporation. After receiving an MBA from Harvard Business School, Rae spent 20 years mastering the art and science of innovation through senior management positions at Peer Insight and IDEO. For 10 years, she taught new product development and service development as an adjunct professor at Georgetown University's McDonough School of Business, and she currently teaches executive education through various top-ranked programs. Rae can be contacted at jrae@motivstrategies.com.


Carl Fudge is a director at Motiv Strategies specializing in innovation problems at the intersection of strategy and organizational change. Prior to joining Motiv, he held positions as a management consultant at McKinsey and in Citigroup’s human resources organization. He has a master’s degree in organizational psychology from Columbia University and a bachelor’s in psychology from University College London. Fudge can be reached at carl@motivstrategies.com.


Colin Hudson is an innovation strategist at Motiv Strategies, where he has applied creative problem solving and rigorous analytical thinking in consulting engagements with corporations and nonprofits since the company’s founding. Prior to joining Motiv, he worked at startup ventures in both the food and financial services industries. Hudson is a University of Virginia graduate with degrees in economics and art history. He can be emailed at colin@motivstrategies.com

All articles by Jeneanne Rae, Carl Fudge & Colin Hudson:

Growing B2B Services: 3 Trends to Act Upon Now

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What does it take for companies to market new, innovative capabilities as a service? The challenge to expand beyond products is daunting, but as market exemplars show, the returns on the investment can be worth it. The case studies explored in this article illustrate the extent to which services demand a premium in the market, drive differentiation from the competition, and build loyalty.