The best ideas do not follow a hierarchy. As much as a great idea can come from the top, it can also come from the bottom. The companies that truly become better overtime are the ones that listen to their employees. Sometimes the best feedback you can get on a product or a service is from your employees.
Lots of companies brag on their website that they consider employees as assets to the company. On the contrary, most employees face a hierarchical structure in decision making and idea generation as they join companies. The ones that succeed overtime really listen to their internal customers and improve consistently before customers point them out publicly.
Does your business have an open culture?