One of the biggest mistakes service designers make is to design for an ideal end state. In this episode Idris Mootee explains why we should stop doing that and what the alternative is.

We also talk about economics of running a service oriented business. And how services can become a core element for differentiation.

In this episode we're also announcing a contest in which you can win a SIGNED copy of the book by Idris called Design Thinking For Strategic Innovation! Check the episode for details and read the rules below.

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EPISODE GUIDE
02:14 - The first encounter with Service Design.
04:50 - How far should we go to stop designing for an ideal end state?
15:03 - What are the economics of operations?
21:00 - How can we turn services into a core element of differentiator?
30:25 - Big question: How are you responding to the threat of automation?
31:30 - Book Giveaway Contest!!

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LINKS FROM THE EPISODE
* Idea Couture ➜ https://go.servicedesignshow.com/y6j0x
* Design Thinking For Strategic Innovation (book) ➜ https://go.servicedesignshow.com/sdtl5
* Idris on LinkedIn ➜ https://go.servicedesignshow.com/6dutx

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HOW TO EXPLAIN SERVICE DESIGN
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