Service Design: Refreshed Business Tools for the Modern Age

"Modernism...means integrity, it means honesty, it means the absence of sentimentality, and the absence of nostalgia." Paul Rand, IBM logo creator. Design Thinking edited by Thomas Lockwood.

I am currently furthering my education in the business realm by reading about the new approach to the modern business model through advanced systems called Service Design.

Eads Bridge

Service Design in a nutshell is common sense strategies applied to the internal and external systems of a business model by tapping into experience and manipulating outcomes through creativity with the end goal of a refined, fluid, cohesive environment.

After reading my third book on the subject, it is interesting to see the modern world of business put its definition for success on the docket. The Design aspect of business is putting its stamp on our technological age yet I find myself still looking back to some of those tried and true methods the Agricultural and Industrial Ages have stamped on the pages of business.

When I read about Service Design I can't help but think of Lee Iacocca, business guru for Ford and Chrysler or Zig Ziglar, the quintessential motivational genius or Leonardo DaVinci, the all-encompassing man who defined the Renaissance.

I'll add a little to my running definition by saying Service design is a culmination of the successful thinking style from many ages applied to our current technological age.

When I think of the whole of service design I can't help but remember the well known, culturally encompassing Golden Rule. A basic principle to ensure success and best described by Matthew 7:2, "Do unto others, as you would have them do unto you." In fact, all I kept thinking about was how the Bible states the tenants of Service Design. Colossians 3:12-14, Ephesians 4:25 and practically the entire book of Proverbs. The Golden Rule and many of the wise teachings listed here involve a strong human element which effects us all, the element of emotion and handling that emotion correctly.

I used Paul Rand's quote for a catalyst for this blog entry. His quote is used (by Marc Gobe author of chapter 10, Design Thinking page 110. Chapter 10 is about emotional branding.) in context of past business models and paradigms, namely, the Industrial Age with the 'production model and the effect it had on consumerism and how it created subservient masses that could easily be manipulated and consumption habits regulated to fit a business production model.'. I thought about his words for a while. Do you agree with his quote in the context used?

I agree wholeheartedly with the first two declarations. Yes, indeed we should strive for those virtues. My question lies in why the absence of sentiment and nostalgia, two icons of what makes us human and can drive our decision making process to do the things we do, be the people we are and act upon those opinions, beliefs, attitudes and feelings that have some root in the past.

We can not be so ready to throw out the past and what it has to offer in terms of emotional branding. One of the tenets of the new marketing age is creating a brand message that incorporates meeting unmet emotional needs. This type of marketing can also fall easily into a model that manipulates the masses that supports production.

What I'm trying to get at is the human emotion spectrum is quite broad. Manipulation of this for business purposes on any level can be a Pandora's box. I think there is more of a common thread between the Industrial Age and Technological Age than this quote and context may not have realized and missed.

Here is an example from a more nostalgic time in business history to express my point, we can't forget our past, use it to build for the future. The Industrial Age did meet the 'emotional' needs of consumers for their time in history. (For instance; trust is a very important human emotion, especially in business. ) (Note: The Industrial Age is fraught with business problems just as our Technological Age will find it's own to worry about in the course of history).

Andrew Carnegie was contracted to build The Eads Bridge using his new, innovative product steel, there was speculation by the public whether this new concept for structures would be safe. Carnegie was brilliant in his solution to combat the mistrust towards the launch of his vision. He used an emotional context found in the form of societal gossip which had no scientific bearing to solidify trust in something scientifically proven and firm, his product. He used an 'old wives tale' involving an elephant and the factor of trust. It was said and believed, that an elephant wouldn't cross an unsafe structure. So Carnegie with his brilliant marketing mind, appealed to the emotional needs of the masses on bridge opening day with an honest to goodness, 12,000 pound elephant who strode past the threshold and over the bridge with not a even a slight vibration from the structure. The biggest emotion in successful business enterprise, trust was sealed with the public and they were ready to move on to bigger things, like skyscrapers.

Apple Computer Prototype

There is so much more to say about the 'emotional' element of business. I'll end it here with a question, can you name a modern business that has similarities to what Carnegie accomplished? I sure can.

This Texas based company sure does use nostalgia to promote its product.
TASTY! My local grocery store can't keep it on the shelves.
Yes, I think of my hometown with longing to be there with the good memories and people by just looking at the label and when I drink the well crafted liquid inside it comforts my sentimental side. AHHH!