We call it

A source of ideas and benchmarks
- Helps people think beyond market norms
- E.g. Apple stores have a Genius Bar to help you get the most
  from your technology, iTunes offers Genius to help you
  identify new music you’d like; what could Genius mean
  in a bank?

Also a way of contextualising new ideas
- It may be radical in this market, but common in another
- Useful to normalise new thinking quickly for research