Stepping into a service mindset series Post 1 of 4
It’s no surprise to see service-based companies such as Google®, Netflix® and Airbnb® top the lists of most innovative companies. Despite the success and popularity of these service companies, leading service design thinkers argue that there is so much more potential in services yet to be realized; that the number of innovators and amount of research is grossly underrepresented compared to the service opportunities that lie before us. (Bitner et. Al. 2008).
Image from Open Services Innovation, Chesbrough, 2011
Services make up 80 percent of U.S. economic activity and 60 percent of the economic activity in the world’s other top 40 economies.
(Chesbrough 2011).
Yet, popular culture is struggling to keep up. Since the industrial revolution, mankind has felt this inherent pull towards tangible products and it has been tough to shake.
For brands asking themselves if they are in the “goods” or “services” business, it is helpful to understand some basics about the service revolution that is underway. Check out upcoming posts for three tips including:
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Sources:
Bitner, M., J.,Ostrom A.L. & Morgan F.N. 2008. Service Blueprinting: A Practical Technique for Service Innovation, California Management Review, Vol. 50, No. 3, 66-94.
Chesbrough, H. (2011). Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. San Francisco, CA, USA: Jossey-Bass.