information system (Neuchatel
Group, 2001)
MODULE 1 The Concept of
Extension
a. Agricultural performance
- extension is viewed only in terms of
improving production and profitability of
farmers
b. Rural community development
- extension is viewed as serving to advance
rural communities including improvement of
their agricultural development tasks.
c. Comprehensive non-formal continuing
community education
- extension is viewed as provider of
non-formal agriculturally related continuing
education for multiple audiences such as
farmers, youth, the community, etc.
DEFINITIONS OF EXTENSION
- Putting useful knowledge to work (Paul
Leagans, 1961)
- An out-of-school system of education in
which adults and young people learn by
doing (Kelsey and Hearne 1963)
- A service or system which assist farm
people, through educational procedures,
(Addison Maunder, 1973) in
- improving farming methods and
techniques
- increasing production efficiency and
income
- bettering their levels of living, and
- lifting social and educational
standards.
- An ongoing process of getting useful
information to people and then assisting
those people to acquire the necessary
knowledge, skills and attitudes to utilize
effectively this information and technology.”
(Swanson and Claar, 1984)
- The conscious use of communication of
information to help people form sound
opinions and make good decisions (Van den
Ban and Hawkins, 1985, 1997)
- A professional communication intervention
deployed by an institution to induce change
in voluntary behavior with a presumed
public or collective utility (Niels Rolings,
1988)
- The transfer and spread of technology and
technical information or know-how from
information sources or developers through
those who communicate it to those who
receive it (Blackburn and Flaherty, 1994)
- transfer of technology: supports
farmers improve their ability to use
new technology.
- advisory work: supports farmers to
solve their own problems now and in
the future.
- facilitation: supports farmers to
become more actively embedded in
the agricultural knowledge and
- The entire set of organizations that support
and facilitate people engaged in agricultural
production to solve problems and to obtain
information, skills, and technologies to
improve their livelihoods and well-being
(Regina Birner, 2009)
- A system that facilitates the access of
farmers, their organizations, and other
market actors to knowledge, information,
and technologies; facilitate their interaction
with partners in research, education,
agri-business, and other relevant
institutions; and assist them to develop their
own technical, organizational, and
management skills and practices (Ian
Christoplos, 2010)
EXTENSION FUNCTIONS
Based on the Operation of National Extension
Systems IEPIAC
● Information delivery
● Educational program delivery
● Problem-solving
● Information feedback
● Adaptive research
● Community Organizing
Based on Institutional Settings
● Primary function – for an agency or
organization as with the agricultural
extension service
● Secondary function – for private firms and
cooperatives
● Supportive function – for credit
institutions, supply agencies, and marketing
agencies
As a function in various sectors
● Agriculture – agriculture extension
● Education – continuing, non-formal
education
● Health – health extension service Industry
– industrial extension
● Rural development – rural development
extension
PURPOSE OF EXTENSION
● Informative – providing information to
individuals/groups to help them make
optimal decisions with respect to achieving
their own goals
● Persuasive – to induce positive attitude
towards doing something for the good of
society or preventive behavior with respect
to societal objectives (e.g. environmental
pollution, health hazards or traffic safety,
etc.)
● Emancipatory – an instrument to uplift the
poor. Extension is an instrument to achieve
social objectives or correcting structural
problems
● Formative – developing the human being,
on ‘forming’ or enhancing his or her
capacities to make decisions, to learn, to
manage, to communicate with others, to
 analyze the environment, to be a leader, produce goods and materials for
etc. living
FAO (2010) defines extension as b. Social
- Provision of a range of social
- “all the different activities that provide the
amenities and services (health,
information and advisory services that are educ, welfare) which care for the
needed and demanded by farmers and needs of a society
other actors in agrifood systems and rural c. human
development.” - Development of the people to realize
GFRAS expanded the definition of Extension to their full potential
include Advisory Services (EAS) Rural Development Strategies
a. Technological
- “ … consisting of all the different activities
- Emphasis upon technological
that provide the information and services transformation of diff. aspects of the
needed and demanded by farmers and rural society
other actors in rural settings to assist them b. Reformist
in developing their own technical, - Technological change with
organizational, and management skills and corresponding effort to provide the
practices so as to improve their livelihoods mean by which farmer can play a
bigger role in rural devt
and well-being.”
c. Structural
RAS – Rural advisory services - Seeks to transform the economic,
AAS – Agricultural advisory services social and political relationships in
EXTENSION ACTORS rural areas where those who were
● Extension workers disadvantaged before find their
● Extensionists position improved
Sustainable Development
● Agricultural extension workers
- Devt that meets the needs of the present
● Extension agents w/o compromising the ability of future
● Extension advisers generations to meet their own needs
● Change agents - Aims to maintain economic advancement
● Development facilitators and progress while protecting the long-term
Fact: The effectiveness of the extension agent can value of the environment
often determine the success or failure of an Principles for providing for the future
a. Principle of efficiency
extension program
resources not overexploited and
Key: Build the capacity of extension agents under-utilized, but rather used efficiently to
Basic capacities: GFRAS developed NELK (New their full potential
Extensionist Learning Kit b. Principle of sufficiency
limited to that which is absolutely necessary
in order to provide for use by future
generation
MODULE 2.1 c. Principle of Consistency
being compatible with: neighboring
subsystems, superior systems, and the
entire eco-system of the earth
MODULE 2.2 AgExt Role in d. Principle of precaution
where there are serious threats, lack of full
Sust. Dev’t scientific certainty shall not be used as a
The frameworks of development reason for postponing cost-effective
a. Social Change measures to prevent environmental
- Usually regarded as constant, ongoing degradation.
process affecting many areas of life SDGS a set of objectives within a universal
b. Development agreement to end poverty, protect all that makes
- Used to denote more specific, empirically the planet habitable, and ensure that all people
measureable, forms of change enjoy peace and prosperity, now and in the future.
- Some measures: GNP, GDP, GVA
Nature of Development Process ERAS OS AGRICULTURAL DEVELOPMENT
Development 1st Era – Emergence of Traditional Systems
- Involves the introduction of new ideas into 2nd Era – Science and Industry Fuel Revolution
a social system to produce higher per capita 3rd Era – Accelerated Agricultural Development
incomes and levels of living
- Implies a total transformation of a traditional
or pre-modern society that characterize Agriculture Development and Forms of
advanced stable nations Technology
- Building up the people so that they can build
a future for themselves
- An experience of freedom, dignitiy, and
self-respect
Elements of Development
a. Economic
- Development of the economic or
productive base of any society →

Characteristics of Ph Agriculture
- Small landholdings
- Poverty
- Limited access to market
- Subsistence farming
- Resource-poor
- Low income
- Unfavorable bio-physical and
socio-economic environment
CONVENTIONAL FARMING
Uses synthetic chemicals and fertilizers to
maximize the yield of a particular crop or set
of crops, which are typically genetically modified.
Involves monocropping wherein farmers designate
entire fields to just one crop, which
creates uniformity thus weaken the ecology of the
landscape
SUSTAINABLE AGRICULTURE
successful management of resources for
agriculture to satisfy changing human needs while
maintaining or enhancing the quality of environment
and conserving natural resources (FAO)
result in integrated, nature-based agroecosystems
designed to be self-reliant, resource conserving
and productive in both the short and long terms
Sustainable Agricultural System
An integrated system that over the long term:
- satisfy food feeds, fiber, fuel and other
product needs;
- enhance environmental quality and the
natural resource base upon which the
agricultural economy depends;
- make the most efficient use of
non-renewable resources and on-farm
resources and integrate, where appropriate,
natural biological cycles and controls;
- sustain the economic viability of farm
operations; and
- enhance the quality of life for farmers and
society as a whole.
Properties of an Agricultural System
Productivity - How much an agroecosystem
produces over time
Stability - How production varies from year to year
Resilience - How well the productivity tolerates or
recovers from stress or shock
Equitability - How fairly the products of the
agroecosystem are shared among beneficiaries
Agricultural Development Issues In Relation To
Sustainable Agricultural Systems
- Food Security, Food Sovereignty and Food
Safety
- Poverty Reduction
- Natural Resource Management
- Climate Change
- Agrobiodiversity
- Indigenous Knowledge Systems
- Gender Considerations
- Other emerging issues
Characteristics of Sustainable Agriculture
a. Ecologically sound
- The quality of natural resources is
maintained and the vitality of the entire
agroecosystem – from humans, crops, and
animals to soil organisms – is enhanced.
- This is best ensured when the soil is
managed and the health of crops, animals
and people is maintained through biological
processes (self-regulation).
- local resources are used in a way that
minimizes losses of nutrients, biomass and
energy, and avoids pollution.
- Emphasis is on the use of renewable
resources.
b. Socially acceptable/just
- Means that resources and power are
distributed in such a way that the basic
needs of all members of society are met
and their rights to land use, adequate
capital, technical assistance and market
opportunities are assured.
- All people have the opportunity to
participate in decision making, in the field
and in the society. Social unrest can
threaten the entire social system, including
its agriculture.
c. Culturally appropriate
d. Economically viable
- means that farmers can produce enough for
self-sufficiency and/or income and gain
sufficient returns to warrant the labor and
costs involved.
- Economic viability is measured not only in
terms of direct farm produce (yield) but also
in term of functions such as conserving
resources and minimizing risks.
e. Grounded on holistic science
f. Promote appropriate technology
g. Develop full human potential
h. Adaptable
- means that rural communities are capable
of adjusting to the constantly changing
conditions for farming
i. Humane
- All forms of life (plant, animal, human) are
respected.
- Fundamental dignity of all human beings is
recognized, and relationships and
institutions incorporate such basic human
values as trust, honesty, self-respect,
cooperation, and compassion.
- Cultural and spiritual integrity of the society
is preserved and nurtured.
Selected practices of sustainable agriculture
● Diversification rather than continuous
planting of fields to single or only few annual
crops.
● Biological pest control and other
innovative methods to reduce pesticide use.
 ● Disease prevention in livestock rather than
routine use of antibiotics
● Genetic improvements in crops to resist
pests, diseases and drought and to use
nutrients more efficiently.
● Use of low-external input
● Use of organic and biological fertilizers
MODULE 2.3
Historical Antecedents of Extension: The Early
Beginnings
Ancient Origin
- Mesopotamia, 1800 B.C. - archaeologists
have unearthed clay tablets of the time on
which were inscribed advice on watering
crops and getting rid of rats
- Egypt, c. 1740 B.C. – an advice from a
slave prisoner to the Pharaoh on how to
deal with impending drought saved the
Egyptians from famine- Genesis 41
- 800 B.C. - the minister of agriculture under
one of the China’s Zhou dynasty emperors
organized the teaching of crop rotation and
drainage to farmers
BRITISH EXTENSION: Stirrings in the 19th
Century
1850
- “extension education” program – designed to meet the needs of the people
discussions on how universities could serve
the educational needs of the rapidly growing
populations in the industrial, urban area
near to their homes
1867
- “university extension” was first used as the
university’s extension education program,
which provided lectures on:
- literary and social topics (1867)
- agricultural subjects (1890’s)
- Became well-established movement in the
late 19th century
Lord Henry Brougham
- founded in 1826 the Society for the
Diffusion of Useful Knowledge, which
objective was “imparting useful information
to all classes of the community, particularly
to such as are unable to avail themselves of
experienced teachers or may prefer learning
by themselves.”
Birth of Modern Agricultural Extension Services
1845-1851
- The Great Irish Famine caused by Potato
blight moved the British Government to
send itinerant lecturers called “practical
instructors” to teach small farmers cultivate
alternative crops
- Through the Royal Agricultural Improvement
Society of Ireland, they were centrally
appointed, deployed, and paid; in turn they
reported weekly
- Funded by landowners, charitable donations
and the government
- Germany, Denmark, Netherlands, Italy and
France adopted a system of travelling
instructors learning from the lessons of the
Great Famine
LEGACY OF UNITED STATES
Agricultural Societies
- chartered state societies organized on a
county and community basis to acquaint
farmer-members with what was being done
to improve agriculture, to encourage the
formation of other local agricultural
organizations, and to disseminate
agricultural information.
Farmers’ Institutes
- a community meeting covering a period of
two to three days and devoted to a
discussion of agricultural problems and
subjects relating to the home.
Land Grant Institution
- also called land-grant college or land-grant
university is an institution of higher
education in the United States designated
by a state to receive the benefits of the
Morrill Acts of 1862 and 1890
Cooperative Extension
- an out-of-school system of education, which
is a partnership between the government,
the land-grant institutions, and the people,
which provides service and education
for their development
Legal Enactments
1862 First Morril Act
- Established the Land Grant College
1887 Hatch Act
- Established state Agricultural Experiment
Stations and the cooperative bond
between the USDA and the nation’s land
grant colleges to conduct extension
activities
1890 Second Morril Act
- Increased the federal financial support for
Land Grant Colleges
1914 Smith-lever Act
-
FATHERS IN EXTENSION
James Stuart- University Extension
John Paul Leagans- Extension Education
Seaman Knapp- Field Demonstration
Everett M. Rogers- Diffusion of Innovation
Niels Roling- Agricultural Knowledge Systems
LESSONS LEARNED: Necessary Conditions For
Extension To Evolve
 1. Information has been assembled,
systematized and made available on good,
progressive, or new agricultural practices
suited to a particular environment, and is
based on either or both the accumulation of
experience or findings from research
2. This information is used among other
things, to educate professional
agriculturalists who may further enlarge or
refine this body of knowledge or become
active promoters and disseminators of it. An
appropriate administrative or organizational Extension as part of development
structure exists within which the
dissemination activities may be established
and conducted
3. There is a legislative or some other official
mandate or influential proponents, which
prescribes or enables that agricultural
extension work is desirable and must occur
4. There are invariably a variety of
antecedents, which have attempted
protoforms (basic frames, used until a more
suitable form can be found) of agricultural Extension under AFMA (FA 8435)
information and advice dissemination - Training
5. The incidence of critical situations, such as - Technology Demonstration
famine, crop failure, soil exhaustion, or - Farm business advisory services
altered economic conditions or relationship - IEC materials
may create an immediate cause for initiating Actors: LGUs, NGAs/SUCs, Private Sector
the organization of extension work in the
form of mass campaigns Delineation of Extension Services
State Universities and Colleges
• Degree and non-degree training programs
• Technical assistance
MODULE 2.4 Extension in • Extension cum research activities
• Monitoring and evaluation of LGU extension
the Philippine Setting projects
• Information support services through the tri-media
and electronics

MODULE 2.5
DECENTRALIZATION
- a state, or condition in a governmental
system where there is dispersal of power or
authority from the center.
Drivers:
- Increasing pressure to become more
effective, more responsive to clients, and
less costly services
- Failure of government to meet
expectations under centralized governance
- Influence of many countries to
decentralize
Why Decentralization is adopted?
- enables maximum participation of people
directly concerned in the issues, hastening
decision making processes
lower levels of government are
encouraged, trained to be more self-reliant
- decongests the central government of
certain functions that could be done on
lower levels
Political decentralization/Devolution
- Devolution of powers to local government
units
- Area approach (geographic: region,
province, city, municipality, barangay
- the transfer of power for the performance of
certain functions from the national/central
authorities to the lower levels of
governments
Administrative decentralization
- Deconcentration of authority to regional
offices
- Sectoral approach (sectors: health,
education, social welfare, agriculture, etc.)
- the process of delegating functions from
the central government to lower levels or
field (or regional) units
Republic Act No. 7160
Devolution or a system of decentralization
- giving more powers, authority,
responsibilities, and resources to the LGUs
(Province, City, Municipality)
- Legal instrument for the decentralization of
the agricultural extension system in the
Philippines.
What is the contribution of Philippine
experience on decentralized agricultural
extension to the decentralization theory?
● That local chief executives (Governors and
Mayors) matters most in a decentralized
governance…that their competence, priority
programs, capacity, human resource at the
local level, will most likely predict the
success of a decentralized agricultural
extension
Benefits of Centralization
1. Centralization enables organizations to benefit
from economies of scale.
2. Centralization enables organizations to retain a
critical mass of experts (in central think tanks and
the “technostructure”). Small organizations do not
have the resources to do this.
3. Centralization, in the form of standardization,
leads to greater equity. All citizens in similar
circumstances receive the same service.
Autonomous local services are more prone to
inequities—both intentional and unintentional
4. Centralization makes the coordination of policies
and programs (especially those which cross
sectoral or organizational boundaries) easier to
accomplish. “Joined-up” government can be
substituted for “hollowed-out” government.
5. Centralization makes the line of accountability
clearer and more easily understood by citizens. In
highly decentralized systems patterns of
accountability are complex, and there are too many
opportunities for blameshifting.
FUNCTIONS OF THE LGUS
PROVINCES
1. Agricultural extension and on-site research
services
- pest and animal diseases
- organization of farmers’/ fishermen’s
cooperatives, and other collective
organizations
- transfer of appropriate technology
- Provide facilities include livestock markets,
animal breeding stations, Al centers, etc.
2. Industrial research and development
services, as well as transfer of appropriate
technology
3. Enforcement of forestry laws limited to
community-based projects, pollution control
law, small-scale mining law, and other laws
on the protection of the environment; and
minihydroelectric projects for local purposes
4. Infrastructure facilities intended to service
the needs of the residents of the province
5. Investment support services including
access to credit financing
6. Tourism development and promotion
programs.
MUNICIPALITIES/CITIES
1. Extension and on-site research services
related toagriculture and fisheries activities,
including
- dispersal of livestock and poultry, fingerlings
for aquaculture; palay, corn, vegetable
seeds and other seedlings
2. Development of local distribution channels
preferably through cooperatives,
inter-barangay irrigation systems; water and
soil resources utilization and conservation
projects
3. Enforcement of fishery laws in municipal
waters;
4. Public markets, slaughterhouses and other
municipal enterprises
5. Implementation of community-based
forestry programs and similar projects;
management and control of communal
forests with an area not exceeding 50km2;
establishment of tree parks, greenbelts and
other similar projects;
6. Information services which include
investment and job placement information
systems; tax and marketing information
systems; maintenance of public library;
7. Infrastructure facilities including communal
irrigation, small water impounding projects,
artesian wells, rainwater collector, water
supply systems, drainage, sewerage, flood
control systems, etc.
Agricultural support services including planting
materials distribution and operation of farm produce
collection and buying stations
Agricultural Extension Services of LGUs
1 . Disseminate information
2. Render technical assistance to clientele
3. Assist and coordinate with local and national
agency representatives
4. Promote and maintain clientele organizations
5. Monitor and evaluate agricultural projects and
programs
6. Assist SMS and clientele
7. Implement regulatory quarantine laws
8. Formulate farm or family development plans
9. Assist in the development of agribusiness
projects 10.Conduct farm and home surveys
11 .Assist in the formulation of plans, programs,
home visits, follow-up training and techno-demo
approaches
ROLE OF AGRICULTURISTS in the provision of
extension services
1 . Ensure that maximum assistance and access to
resources in the production, processing and
marketing of agricultural, aquacultural, and marine
products are extended to farmers, fishermen and
local entrepreneurs
2. Conduct location-specific agricultural researches
and assist in making available the appropriate
technology arising out of and disseminating
information on basic research on crops, preventive
and control of plant diseases and pests, and other
agricultural matters which will maximize productivity
3. Assist the local government through the governor
or mayor, as the case may be, in the establishment
and extension services of demonstration farms or
aqua-culture and marine products
4. Coordinate with government agencies and
nongovernmental organizations which promote
agricultural productivity through appropriate
technology compatible with environmental integrity
Problems and Issues on Devolution
1 . Although national banners programs involve the
provision of agricultural services, they are still
managed by the Central Government Agencies
through the LGUs.
2. Funds for programs and projects for National
Agricultural development agenda are not shared as
a joint agenda with the decentralized government
volution
2. Municipalities are too small to serve as
agricultural extension units.
3. The interest and priorities of each local
government official vary, thus, funding for
agricultural services depended on the economic
class of the LGUs and interests of local officials.
4. Lack of incentives for career advancement
(career growth)
MODULE 3 AgExt as an
Intervention in Sust. Dev’t
Extension as Intervention
Common elements in Extension
● An intervention
● uses communication to induce change
● Can be effective only through voluntary
change
● Focuses on a number of processes and
outcomes
● Deployed by an institution
Extension
- A premeditated, planned, programmed,
systematically designed, goal directed and
purposeful activity
Intervention
- A systematic effort to strategically apply
resources to manipulate seemingly causal
elements in an ongoing social process in
directions deemed desirable by the
intervening party
Extension Intervention
- a generic term referring to an extension
project or modality that seeks to influence
change through non-formal educational
processes of a particular sector or
community
Goals
● Increased agricultural productivity
● Increased income of farmers
Extension as Intervention
Premeditated
- characterized by fully conscious willful intent
and a measure of forethought and planning;
an act that is carefully and consciously
considered beforehand.
Deliberate
- intricately related to “premeditated” but
more characterized by or resulting from
careful and thorough consideration, being
aware of the consequence(s) of actions
and/or decisions
Voluntary
- proceeding from the will or from one’s own
choice or consent; unconstrained by
interference; acting or done on one’s own
free will without valuable consideration or
legal obligation.
Change
- to make or become different in some
particular way; to undergo a modification or
a transformation.
Intervention in extension involve two parties:
● Intervening party
- a change agent, extension worker,
adult educator, volunteer,
para-professional or other
professional
● Target group
- client, farmer, fisherfolk, women,
youth, community, IPs
Intervention in extension involves: PFGI
● Problem identification
● Formulating objectives
● Generating, allocating, and mobilizing
resources
● Implementing, monitoring and evaluating
1. Identification
2. Preparation (design, proposal and approval)
3. Inception
4. Implementation and monitoring
5. Evaluation
Technical versus Intervening through people
 ● Agricultural science — Agricultural Does solution of problem depend heavily
technician — Crop or animal on farmers’ value judgment, involvement,
● Agricultural science /Extension Science — and capabilities?
Agricultural extension technician — Farmer ● Farmer’s Capabilities
Fisherfolk — Crop or animal Can farmer make decisions in his/her
Communication intends of changing people own long-term interests but with concern for
rather than things. consequences to others?
Methods for influencing human behavior ● Task of Extension Organization
1. Compulsion or coercion Should extension organization only promote
2. Exchange changes which benefit society as a whole?
3. Advice Should it help individual farmers make
4. Openly influencing a farmer’s knowledge decisions which serve their own interests?
and attitude Extension Innovation
5. Manipulation - the introduction of new idea and concept
6. Providing means that aims to improve the delivery of
7. Providing service extension services
8. Changing the socio-economic structure - process of creating and putting into use
Strategies for influencing behavior combinations of knowledge from many
1. Development and Influence Strategy different sources
2. Social Marketing Strategy - adoption, assimilation, and exploitation of a
3. Problem Solving Strategy value-added
DEVELOPMENT AND INFLUENCE STRATEGY novelty
(Do To Strategy) Extension Model
● “How do I get them (that is, the farmers) - A graphical or visual representation of an
where I want them? extension intervention which specifies the
● “Sock-it-to-them approach,” meaning one major activities or movement of extension
first decides on a solution and then looks for services or messages from source to
clients with the kind of problems and recipients
capabilities ● The best way to present innovative
● Try to persuade farmers to behave in a ideas and concepts is through
“better” or “wiser” manner, usually without models
being asked to do so. Common Areas to Innovate in Extension
● Those who are adept at this strategy tend ● Capability building
to label farmers who do not take advantage ● Knowledge management
of their recommendations as backward, ● Enabling environment
ignorant, or traditional. ● Extension Approaches
SOCIAL MARKETING STRATEGY ● Extension Strategies
(Do For Strategy) ● Extension Methodologies
● “How do I develop an offering which my Drivers of Innovation CDOCAN
target clients want?” Strategy is drawn from ● Change
ideas about improved marketing techniques. ● Demands
● Study Farmers’ needs, opportunities, ● Needs
preferences, communication behaviors, etc. ● Crisis
as bases for designing offerings. ● Aspirations
● The objectives and content of extension are ● Opportunities
largely determined by the intervening party Idea (Use of new and available knowledge) +
PROBLEM SOLVING STRATEGY Passion + Resources = innovation
(Do With Strategy) Process of Innovation
● “How do I help people achieve what they 1. Needs recognition/opportunity identification
themselves want to achieve”? 2. Ideation/conceptualization
● The objective is to try to help people solve 3. Modeling
their problems or seek solutions to their 4. Testing the idea/concept
problems. 5. Refining the idea/concept
● Farmer involvement and participation in 6. Replication
becoming aware of their situation, Types of Innovation
identifying constraints and socioeconomic ● Concept
disadvantages, and determining possibilities ● Process
and potential solution/s contribute to ● Product
achieving self-sustained impact. ● Service
Considerations in the choice of strategy ● Network
● The Problem-Area ● Technological
Is extension advice given where an optional ● Structural
solution can be found with research? ● Organizational
● Institutional
 ● Political
● Social
Elements of successful innovation
● Awareness and empathy of the problem
(issue, crisis) or opportunity
● Awareness of capability, scope of work and
function
● Technical knowledge
● Resources to use
● Partners in the innovation process
Points to Ponder
● What areas of my service need to be
improved?
● Do I have empathy to the conditions of our
clients?
● What is my present capability to help
address these conditions, and how can I
build it up?
● Am I proactive and resourceful?
“…not to innovate is to die.” -Christopher
Freeman