Strategy and the Design of Services
summary
Argues that strategy must be encoded in design as a compact, testable script rather than a long blueprint, and demonstrates a concrete method: map every service to 16-sentence script (or expanded 32-piece puzzle) where each sentence corresponds to one of the 16 design elements, resolve gaps and conflicts with a Latin‑square style grid, and derive four counter‑promises per stereotype. Applies this to Ministry of Defence problems and a Johnson & Johnson clinical‑trial ecosystem with 28 partners, uses patterns/stereotypes and produced designed dossiers to prevent failures like the print shop toner example.
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chapters (7)
- 0:00Introduction
- 2:35Strategy and service design
- 8:41Gaps and conflicts in services
- 16:11Strategic narrative concept
- 22:12Stereotyping and promises
- 27:53Outcomes versus experiences
- 32:53Conclusion and resources
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