Abstract
Innovation will play a crucial role in shaping the future of England's care and support system. The eyes of the local government world are on the launch of a pioneering organisation, created by Essex County Council, which offers support to thousands of people across the county. This paper describes the 'birth' of the project and the challenges facing the new social care services model as it evolves. It describes how the process leading to the transfer of in-house social care provider services appears to have elicited a greater level of motivation and morale, and helped to change long-standing cultures, especially within management throughout the business.
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