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Generative 'scripts'

Bart Nooteboom has shown that some of the most important innovation involves the creation and embedding of new patterns of behaviour. An example from the private sector was the rise of fast food retailing which created a new script for having a meal. Where the traditional restaurant script was: choose, be served, eat, then pay, the self service/fast food script is: choose, pay, carry food to table, eat and clear up. New scripts are emerging right across the public sector, in areas like recycling, personalised learning in schools and self-managed healthcare, and are likely to be critical to future productivity gains in public services.