Techniques for designing services - with Marc Stickdorn

Improv theater, Lego figurines and virtual reality may be more familiar in the world of entertainment than in professional services. But leading thinker Marc Stickdorn is a passionate advocate of using techniques like these to design and prototype service offerings before taking them to market.

In a process he likens to market-researching, prototyping and crash-testing a car, he believes service offerings should pass through the same kind of rigorous examination before being sold. Gaining insight into how to improve successful services, and allowing others to fail fast and at low cost benefits both the bottom line and customer satisfaction.

Improv theater, Lego figurines and virtual reality may be more familiar in the world of entertainment than in professional services. But leading thinker Marc Stickdorn is a passionate advocate of using techniques like these to design and prototype service offerings before taking them to market.

In a process he likens to market-researching, prototyping and crash-testing a car, he believes service offerings should pass through the same kind of rigorous examination before being sold. Gaining insight into how to improve successful services, and allowing others to fail fast and at low cost benefits both the bottom line and customer satisfaction.