Companies who see the potential in their employee’s passion to innovate get out of their way and give them opportunities to get involved in projects they deeply care about. Often exceptional results emerge from these efforts, leading to entirely new businesses. That’s the key take-away of the rule of 20%. For software companies delivering apps on the SaaS platform, the potential for getting immediate customer feedback is turning into an entirely new source of innovation. The speed of customer feedback possible also opens up the potential of giving employees the chance to test new concepts immediately, nurturing innovation in the process.