The service is the brand - meaning, branding is not some advertising activity that belongs to the marketing team or the agency. Brand is experience and if the service is shitty, the brand is shitty, ergo…

Service design is invisible - if you think service design is a phase in the project, you took the blue pill. Services need to adapt to behavioral changes, which are constants, so Service design is perpetual and invisible.

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The myth of if you can’t measure it you can’t manage it Dr. Deming did very much believe in the value of using data to help improve the management of the organization. But he also knew that it wasn’t
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The six blind men and the elephant “Reality is one, though wise men speak of it variously.” - RigVeda We see the world. We understand it and we interpret it. How we do it comes down