Gaute Hagerup works to improve the customer experience and the development of customer dialogue at Innovation Norway. He has been responsible for the entire organisation and seeks to challenge customers on their own innovation and market orientation across the entire business value chain. The key tool for this is The Business Model Canvas, which focuses on employing innovation throughout the business model. This has proven to be more effective than only using innovation in individual parts of a business, for example in research and development. Gaute has been certified as an instructor in this tool by Alexander Osterwalder, creator of The Business Model Generation.