Clients are increasingly watching to see whether firms are talking about value or if they are actually delivering it. Innovation occurs when you create a new way of thinking about or doing something that adds value. Relatedly, continuous improvement involves closely and perpetually examining an organization's products, services and processes with the goal of making them better from the client's perspective. A middle market firm with leadership that champions a culture committed to innovation and continuous improvement is, therefore, one that will create and deliver maximum client value, time and again.