2 The book distinguishes five forms of innovation. As which form(s) of innovation would you label the introduction of Nespresso in 2006? coffeeNespresso – ‘exclusive coffee’ for a mass market – is the first coffee to be presented as a fashion brand: with its own stores and George Clooney as ‘Mr. Nespresso’No, it was not easy to make a nice cup of Nespresso at home, according to an older lady who tasted a ‘new taste’ at the bar of a downtown Nespresso boutique. ‘Not new taste but variety’ emphasizes the girl behind the bar. ‘It is not coffee with a taste, it is a bean from the Kivu lake in Rwanda with a subtle refreshing taste and delicate aftertaste’.‘Variety’, repeats the sixty-year old lady submissively. Anyway, at first she was struggling with her Nespresso machine at home; she kept pressing the button and there was only a small stream of water. ‘The Umutima is a limited edition’, explains the barista, imperturbable about the new coffee variety. ‘With a fruity initial taste and a full body afterwards’.Nespresso creates experience. The ristretto or the lungo leggero are not just coffee; they are grand crus. A whole wall of the Nespresso shop is designed to display the grand cru cups. They have their own website, where the terms ‘unique’, ‘sophisticated’ and ‘precious’ dance on the screen. In the slick atmosphere of the Nespresso coffee shops (‘Boutiques’), the spicy taste can be tried free of charge. On a regular Monday afternoon, there are already dozens of customers who want to give it a try.Nespresso is for everyone, and yet there is an aura of exclusivity around the brand. What do you want, with a stylish and politically correct superstar like George Clooney as the face of the advertising campaign, own stores in the world’s most expensive shopping streets and prices that are both towering and accessible?