Service Design Primer


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Service Design Thinking co-author interviewed on the Business901 podcast. This is a transcription of the podcast.

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Service Design Primer

  1. 1. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsService Design Thinking with Marc Stickdorn Related Podcast: Service Design Thinking Podcast with Marc Stickdorn Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  2. 2. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsService Design changes the way you think about business. Nolonger can companies focus their efforts on processimprovements. Instead, they must engage the customer in use oftheir product/service rather than analyzing tasksfor improvement. We no longer build and hope thatthere is a demand. We must create demandthrough our product/service and Service DesignThinking is the enabler of this process. It changesour mindset of thinking about design at the end ofthe supply chain to make it look good and add afew appealing features (all within budget). Instead,it moves design and the user themselves to co-create or co-produce the desired experience to the beginning ofthe supply chain. About: Marc Stickdorn graduated in Strategic Management and Marketing and worked in various tourism projects throughout Europe. Since 2008 Marc is full-time staff at the MCI – Management Center Innsbruck in Austria, where he lectures service design and service innovation. His main areas of interest are service design and strategic marketing management particularly in a tourism context.This involves research such as the development of a mobileethnography application for mobile phones, the Customer JourneyCanvas and various publications and presentations. Marc is co-founder and consultant of “Destinable – service design fortourism” and guest lecturer at different business and designschools.Marc’s Websites: Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  3. 3. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsJoe Dager: Welcome everyone. This is Joe Dager, the host ofthe Business901 podcast. With me today is Marc Stickdorn. Marcis at the MCI management center in Innsbruck in Austria wherehe lectures service design and innovation. Marc is also Associateof Design Thinkers, guest lecturer at various internationaluniversities, and occasionally speaks at conferences.Marc was the co-editor of "This is Service Design Thinking" whichcombines the knowledge of 23 international authors. While I haveto think that you do more than occasionally speak at a fewconferences now with the book, Marc, could you bring me up todate to what youre doing right now?Marc Stickdorn: Right now Im in my office in Austria and Imenjoying the snow outside. I just came back from Australia whereIve been a few weeks and did a few workshops there atuniversities and with agencies and I also gave a workshop at thegovernment embassy. Its really nice.Joe: A daunting task to combine 23 authors together in a book.Could you explain what your purpose was for taking that task onand creating the book?Marc: I did the book together with my colleague Jacob Snyder,who is a graphic designer from Germany, our idea was to applywhat we are preaching, so this design, on our project ourselves.In fact, we started with our problem and the problem was we aretalking about service design, we are teaching it, I teach atuniversities, we give workshops at companies, and there are a lotof people now, weve got a growing community, and we all facethe same problems.That was back in 2009 when we started with that, but there wasno one, single reference. We always pointed here and theretowards blogs and websites, articles, journals, book chapters andall that but there was no one, big resource. That was our initiated Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  4. 4. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsproblem. We didnt know we were ending up with a book in thebeginning.We just started with working on the problem and talking tocolleagues and trying to identify what the real need of them was.At one point Jacob came up with that, that what was reallymissing is the static reference, so a reference which is notchanging anymore. If you point towards articles or especiallywebsites, blogs and so on, its all changing. Its all changing allthe time.Even though the book might now be already a little bit outdatedbecause people wrote it three years ago, it is good to have around reference where you can point towards and it will stay likethat. You can say, "Well, thats how service design was in2009/2010. This is how the community perceived it," and fromthere we developed further.That was our idea. Service design was highly co-creative. Itsinterdisciplinary so there is no one author has the authority towrite a whole book about it. At least that was our perspectivebecause everybodys design service is right no matter if yourbackground is from marketing or design or management orengineering or architecture, whatever. We asked the communityand the response was really, really good on that.We had lots of people helping us to do that to, not only the trendat the office but also more than 60 contributors to help us. Wehad a blog. We sent out a blog to a mass of people about thetools that theyre using and so on. People contributed well therewith comments on that, with methods they used, they sharedphotos on that. Our job was more or less designing the processand combining all that content from all the different people.Joe: Do you believe service design is more of a way of thinkingmaybe than it is just a methodology to follow? Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  5. 5. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsMarc: Yes, definitely. Thats also one of the reasons why wecalled this book "This is Service Design Thinking". There are twomain reasons why we did that. The first one is people are alwaystalking about is it service design or is it design thinking or is itthird level design, fourth level design, is it UX design, is itmulti-channel user experience design, is it what? Whatever, youname it.In fact, we wanted to tell people it doesnt really matter how youcall it, its more about what you do and how you think about that.For us it is a mindset and thats why we like this term, this wordof thinking in it. The problem if you work in an interdisciplinaryteam is that each discipline got a specific language, itsterminology, which is really important.Thats why management people can talk to each other withoutany problems and engineering people can talk to each other, ITpeople, and so on. When those people try to work together theyalways have the problem that they fall back on their ownterminology and tend to not really speak the same language.With this kind of approach, design speaking, we speak just thelanguage of the customer which is really, really easy.Design facilitates the language. We use a lot of visual languagewhich helps us to communicate between each other. This is whywe refer to it as a way of thinking, actually, as an approach.Joe: You use the central language point as the customer. Thatsreally the essence of service designing, isnt it?Marc: It is. Its also the understanding of who is a customer. Ifwe talk about customer its not only the end user, the endcustomer. Were all customers and were all service providers. Ifyou think of an organization you provide services within yourdepartment to your colleagues and so on. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  6. 6. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsThe same methods, the same tools, apply also on thatorganizational thinking within an organization.Joe: What are the roots of service design? Where does it comefrom? Does it come from the design thinkers, does it come fromSD logic, or does it come from customer experience? Where arethe roots of service design?Marc: Definitely things like Service Dominant Logic orExperience Economy are major frameworks for us, especiallyService Dominant Logic. I research that all the time because Idont really care about the differences of products and services.We look beyond products, we look at the service that theseproducts provide us with.Just recently there was a nice interview in blog posts about usingproducts as service artifacts, which I like. Once you get back tothe roots of that youll probably end up with an object built fromthe 80s breaking free from product marketing and theintroduction of the service blueprint in 1982. The roots of that areprobably marketing.Then it took a few more years until design really took on that.Applying the design process behind it is highly valuable for us tohave an iterative process not a static, linear process with certainsteps and milestones and once you achieve the milestones youdont think of what you achieved earlier, you just precede fromthere.Its all about iterations. Its about testing, testing yourassumptions, testing your prototypes, testing your concepts,reframing the problems and all that. For me these are the rootsof service design. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  7. 7. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsJoe: Marc, when you look at the characteristics of service designcan they be both tangible and intangible? It seems to me a lot ofits intangible. Is it?Marc: Service experience is mostly intangible, definitely. Whatwe try to do is we try to make it tangible so we can actually workon that. We visualize processes. We act them out. We use a lot oftheatrical methods. We do videos of that to visualize theprocesses. We also add artifacts. We add tangible objects intosome processes.If you think of a mobile phone operator the only physical artifactyou get is probably a bill at the end of the month and thats notreally good touch point as we call it. Touch point is the smallestprocess you can imagine. I dont really like that word but itswhat has been established. The problem about that is touch pointis not actually something you really need to touch and its notactually a point. Its a fact or process and thats what manypeople get wrong.Service experience, like experience between people, is intangiblebut it can be tangible as soon as you add artifacts to it andsometimes you have to do that. Sometimes its really valuable toadd physical objects to it.Joe: We talk about the experience economy and we talk abouttheaters, even the actual stage. These identifying factors seemslike we are scripting everything? When you relate it to acustomer, having a script is that part of service design or are welooking for something more in the experience?Marc: Were looking for more. If youre thinking about service,the service provider and the customers, you might be able toscript the role of any service provider but youre for sure not ableto script the role of the customer, right? Scripting is not the rightword for that. Its rather about estimating processes and trying to Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  8. 8. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsempower the staff, those who are really dealing with thecustomers, to react on every situation they come across.To do that theatrical methods are a really valuable tool becausewe can test all of that. We can play it through and see whatalternative we have and see how people react to that, test it withdifferent people and see what happens and redesign it. Providethe stuff with the right tools to react properly.Joe: One of the components I think of in service design is thecustomer journey map. Can that be done even in largeorganizations? We can make a journey map of a customer goingthrough a store or maybe going through a "marketing funnel" butcan journey maps really be made for large companies?Marc: Definitely they can, its processing engineering and flowcharts and all that. These are all customer journey maps, justdifferent visualizations of that. Its always a question of howmuch you want to go into detail. You can have really abstractones which just show the main points of journey, the mainstages. Then you can zoom in and go into more details and take alook at the readers experience at certain touch points and thealternative journeys people can take.It also works for large organizations, definitely, but you have todefine how detailed you want the map to be.Joe: How would someone get started with service design? Whatwould you recommend?Marc: The most important thing is that you have the managerbuy-in. Thats one of the problems people faced the last year,which is changing a lot right now because now that thecompanies see the value they get from that they actually askagencies to come and help them or develop in-house servicedesign departments. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  9. 9. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsThe important thing is to think about the real problem, to reallyidentify the root of a problem. Normally you think we have aproblem in our customer experience. That is not really a problem.That is just a symptom, but thats at the root of that. We go intoan organization and we do a lot of ethnographic work there. Wework with the staff, work alone.We work with the customers and we follow customers, we talk tothem, a lot of contextual interviews so interviews in the momentwhen something aqueous or in the situation. We ask why can youdo that? The five whys is a classic method to do that. It’s reallyabout flipping into the shoes of the customers but also about theemployees and also about other stakeholders.We try to identify the whole network. Stakeholder mapping, wetake that a step further into volume network mapping tounderstand what are the relationships, the exchange of values,between those different stakeholders. Then we really try tounderstand what are the core problems here? What is our designchallenge?Once we have that then we start working on the creative part ofthat. We start to identify possibilities, alternatives, and thentesting and retesting iterative solutions.Joe: Lots of time in service design were really expanding on theuser experience and, going back to service dominant logic, thevalue is in the use of product. You really have to go into wherethe product is being used.Marc: Definitely. Lets think about car sharing for a moment andwhy that is such a booming movement right now. If you thinkabout cars and car production you really want to know whenpeople use it. When do people use their car, why do they use it,and in which context do they use it? You just mentioned servicedominant logic. Its about looking beyond the mere product. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  10. 10. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIt is about understanding what is the real value for that? Its notthe car itself; its about getting from A to B and having thefreedom to go wherever you can when you can. You need totransfer that on a more abstract level and see if theres a betteralternative, for example, car sharing. Maybe you can eliminatepain points you would have using the mere product, findingparking spot for example, if you share a car and if you have adesignated parking lot in front of your house, for example.This is an example I just made up but I think it shows whatservice design is about. Its really about understanding the wholecontext, that whole user journey from A to B, from the morningwhen you get up until you go to bed.Joe: One of the things that Ive noticed about service design isthat it really seems to have taken a hold more in Europe than ithas in the United States so far. Its just starting to evolve here inthe States. Do you have a theory and a reason why?Marc: Maybe one of the reasons is about the name. As I said inthe beginning, I really dont care if you call it service design ordesign thinking or UX design, whatever. The latter two are bigwords in the US. If you do it right we all do the same anyway andif people really care about how you call it we all talk like that,breaking down silos, but arent we building up silos again if we tryto defend service design against UX design against designthinking and all that?I dont really want to participate in that discussion because Idont really care. You can call it UX design if you do it good, fairenough. One reason, probably, why it took up more in Europethan the US is that the first agencies who really called it servicedesign pop up here in Europe. Also, academia was heavily inEurope in the beginning. Probably these are the reasons for that. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  11. 11. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsJoe: We talked about listening to customer, but we are still veryfeature/benefit oriented in products and service. Value in use is adifficult concept for the majority of organizations, to grasp.Marc: Its pretty abstract, also. I think service design offers themethods to really apply this abstract concept in reality. I thinkthats the reason why people really like it now. We have theframework, service design logic, and service design thinking justhelps you to do it because these are the real methods for that.Joe: Marc, things change. Its not about getting your messageout anymore; its about bringing your message in. I think thats agood description of service design, could you expand on that ifyou agree or not?Marc: Definitely I do. You could think about social media andhow that affects the whole society. One part is definitely aboutcustomers. The society itself is just way more informed way moreempowered. Just make a test for yourself. When you go on aholiday or on a trip do you just book a hotel out of catalogs or doyou go online and check it and go to Trip Advisor,,and all the other rating platforms and take a look at what othercustomers say about that?Thats whats happening. Thats what social media empowers usto do. We have a movement in marketing, a shift in marketingfrom focusing on advertisement to really, truly experience this.Only if you have good, superior experiences then you have thebest market you have because you have your own customers asambassadors that just ring the messages out.Im working a lot in tourism here. What happens there is that allthe smart hotels, the smart travel operators who bring reallyauthentic, superior service experience to customers they probablyhave whole new marketing out there because they can compete Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  12. 12. Business901 Podcast TranscriptionImplementing Lean Marketing Systemswith large companies now. The competition is not so much onadvertising budget anymore but on the real customer experience.If youve got a rating of, I dont know, 4.5 out of five thats whatreally the purchase decision for customers is and thatshappening everywhere. If you think of Amazon and onlineplatforms where you buy stuff, you always depend on what otherpeople say about that. I think that forces companies to thinkabout customer experience in a whole new way, a whole newdimension.Joe: Youre really saying weve really created a different valueproposition for our companies.Marc: Definitely, yes.Joe: What youre saying is Service Design is the methodologythat can be used to understand our new value proposition.Marc: To understand the value proposition, how customers seeit, thats always the difference. One thing is how you see yourselfas a company and one is how your customers see you. Thentheres numbers about how this differs. It is a method tounderstand really the customers and to understand your companyfrom a customer perspective.Joe: When we extend our thinking about the user experience westart thinking about open innovation and co-creation. Thats adifficult concept for many of us to grasp, but it seems to be thestrength of customer experience and user experience is driving usin the next decade.Marc: Its often a misunderstanding of what that co-creation is.Its also what you as a center of innovation is. You cant just goout and ask your customers, "Hey, what do you want?" theywont tell you because they dont know. Its about working Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  13. 13. Business901 Podcast TranscriptionImplementing Lean Marketing Systemstogether and understanding the needs. Customers can help you alot if you work in the right way together for that.All these methods are really, really hard to explain and also thebook doesnt help you to really understand the concept of that.You have to experience that. You have to go out and do workshopwith an agency doing good service design to really understandthe method and to really understand the value of that.Joe: What I believe is an easy way to enter into open innovationand co-creation is through prototyping because the expectationsare entirely different. Prototyping is really one of the foundationsof service design, is it not, Marc?Marc: Definitely. Prototyping is one of the fundamentals ofservice design. If you think of management schools they oftenteach students that mistakes failure, something really bad, but infact its not. We try to do as many mistakes as possible to knowour process. Fail early, fail safe, fail cheap.From an epic fail you just learn. The more you do the better it is.In fact, you should celebrate that because once youve done afailure now you learn from that and hopefully you wont do itagain. If you think of product design, lets take a car. How manytests can you do with that, with the design, with the chasse of it,with the engine? You do crash tests. You do tests like you go outin real life and test it with customers. How much do you do thaton services so far? Or you come up with a concept you just goout with it. You have to fail with that at some point. Its better totest it, to prototype it, and to iterate it and develop it further thanto come up with a tested fine concept.Joe: Is there a way of prototyping, say youre not really “guineapigging” the customer is the terminology I use sometimes, butyoure not taking advantage of the customer by giving himproducts that are only half developed. How do you go about that Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  14. 14. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsand keep a good relationship with the customer? Are there anysteps to the process that you would recommend?Marc: Of how to integrate customers in this part of sales?Joe: Yes, into prototyping.Marc: Do it from the beginning on. Thats actually many of themethods Ive heard. If you think of theatrical methods which area really valuable tool for service design, you do it with real stuffand real customers then you let them switch routes and see whathappens. You interrupt them and give them different ideas,different tests. Through that you prototype and iterate really,really quickly and cheaply and come up with many differentsolutions and a lot of insights from real customers.Its all about future stores. You think of banks and fast foodchains, retail stores. Many of them have future store where theycan test new concepts. Definitely in a more live re-environmentbecause people know it is a future store, but still you can testnew ideas through that with real customers.For me that is one of the most important things. If you dont testit with real customers who do you test it with then? Withyourself? That doesnt work.Joe: The earlier you involve a customer in the process the easierit actually is.Marc: Definitely. Yes.Joe: I talk about listening with empathy a lot and having thatside of question and that feeling for the customer to developproduct is something that is taught in service design. Can youdevelop empathy? I guess thats the question, especially withinan organization. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  15. 15. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsMarc: What many designers learn in their studies is tounderstand users, to interpret what theyre saying. As I saidearlier, usually customers wont tell you what they want rightaway. If they have an idea they will just go out and do the newproduct. What people did, if you think of how the mountain bikewas developed, that was just by customers because they neededthat product.There was nothing out there so they did it and then later oncompanies came up and just copied it and developed it further. Ifyou want to lead this process youd better involve them, youdbetter work with customers along with that.Joe: We talk a lot about a designer and in many organizations adesigner is a foreign word. Weve got engineering, weve gotpurchasing, the regular org structure outside of a "design firm.”We find some designers in marketing but other parts of theorganization dont have them. Does that thought process needsto be throughout the organization and do we need everybody tobe a little bit of a designer?Marc: Yes, definitely. When we talk about design we always talkabout the process, the mindset that designers have. If you have awell-trained designer for sure theyre good in that, to haveempathy with customers, but also to have empathy with thepeople that work, their colleagues.I dont really think theres something like the service designerbecause we all have our different disciplines, our roots, and ourcore knowledge. It is more important to have a commonlanguage across all these disciplines. Yes, you need designers,definitely. You need product designers, graphic designers,interaction designers.Normally companies in a normal innovation process these are thelast people who lay hands on something. If its in your graphic Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  16. 16. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsdesigners its at the end of the process just to make somethinglook good. This is actually the wrong understanding. In fact, weneed to integrate all the different people as early as possible inthe process, same with the customers, because the moredifferent perspectives you have the better it is.Yes, we all need to be labeled like designers. We should be awarethat there are people who are really trained in that and knowwhat theyre doing. We need to include these people in theprocess from the beginning on.Joe: Is this book "This Is Service Design Thinking,” is that beingused as a textbook now in schools?Marc: Im really happy to see thats popping up here and thereas a textbook now. Yes, definitely. Thats globally from Australiato Finland to the US. You can see it everywhere and its reallynice to see.Joe: Are there actual degrees being issued now in service designthinking?Marc: There are a few. Really just a few so far worldwide whooffer a Masters or something in service design. Its an interestingdevelopment. There are two different streams I would say. One isreally offering a Master’s program on specifically service designand the other is what rather Im doing. I work in a businessschool here and Im teaching service design within our Masterlevel S course.Its a course everybody got to take and thats what we see atmany other schools as well, both design and business schools butalso architecture, for example. I think this is whats really, reallyvaluable. If you have your specific discipline and youre reallygood in that and you have a little bit knowledge about what value Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  17. 17. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsservice design can add to your future work that helps all of us towork together in an organization later on.I would love to see that a lot more. Service design actually getsdevelops within the curriculum of different study programs. Letscall it that.Joe: Where is service design going? Is it going to be more of acurriculum and educational based or do you think its going tospread in a concept different companies and organizations? Whatdo you think the future holds for it?Marc: I dont know. Thats a beauty of that. Its developing. Itsdeveloping so quickly. Every week there are new publications,new methods. Still not that many case studies out there but itsgetting better and better. I dont know if in five years there willbe still the term service designer around. I dont care really aboutthat.What I really want to see about this mindset of the methods andtools we use that these are developing further and these arespreading across both companies and academia. What we seeright now is that many universities are getting really interested inservice design and incorporating that into their curriculum.The storys not ending yet so for at least the next five to 10 yearswe will see more and more of service design around.Joe: Marc, whats in the future for you?Marc: I dont know. Well see. Im doing a lot of research rightnow, applying service design actually on service design. Ive triedto help service designers, so those people who are actually doingservice design both in companies, students, academia, to providethem with tools to do their work more easy and better. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  18. 18. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsWere developing tools like mobile ethnography, like My ServiceFellow. Were working right now on software to easily come upwith a customer journey map and soon stakeholder maps and tryto incorporate that with our other maps. Im busy with that rightnow. Well see what the future brings in.Joe: Is there something that I didnt ask that you would like toexpand on or mention about service design thinking?Marc: Maybe I would like to add one thing and thats aboutexpectations. We talked a lot about experiences now and onereally; really important thing is the expectations. If yourethinking about what advertisements do and communications ifyou go online and read reviews about said product and so forthits all affecting expectations. That is something really, reallyimportant.If youre thinking what satisfaction is, customer satisfaction, itreally depends on the expectation. You level your expectationsagainst your experiences. Thats what still many companies dontreally get to level their expectation that right manner.Expectation management is one thing which needs to be includedin service design.Joe: The expectation of what a customer should know and whatan organization should do. Having that commonality really iswhat makes the product experience great. I think thats a greatpoint.Marc: Definitely. Thats why low-cost carriers are working sogood because they promise you nothing and at the end of the dayyou get from A to B and thats all you want and thats all theypromise and thats all they do. Thats why they work. They canhave an awful customer experience but if they dont promiseanything else, fair enough. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  19. 19. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIf you promise to have an awesome customer experience and youjust provide an average experience thats something negative.Thats what I meant with a shift from advertising to experiencesas well. Just want it to work.Joe: If someone wants to learn more about Marc Stickdorn andthe service design thinking how can they contact you?Marc: We have a website called thisisservicedesignthinking.comor our abbreviation You can find all my contact detailsthere as well as all the other offers and my product app. If youdlike, just contact us. Go online. Were on Twitter, were onFacebook. Just communicate with us. Service Design Thinking Podcast with Marc Stickdorn Copyright Business901
  20. 20. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Joseph T. Dager Ph: 260-438-0411 Fax: 260-818-2022 Email: Web/Blog: Twitter: @business901 What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joes ability to combine his expertise with "out of the box" thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasureto work with." James R.Joe Dager is President of Business901, a progressive company providingdirection in areas such as Lean Marketing, Product Marketing, ProductLaunches and Re-Launches. As a Lean Six Sigma Black Belt,Business901 provides and implements marketing, project and performanceplanning methodologies in small businesses. The simplicity of a singleflexible model will create clarity for your staff and as a result betterexecution. My goal is to allow you spend your time on the need versus theplan.An example of how we may work: Business901 could start with aconsulting style utilizing an individual from your organization or a virtualassistance that is well versed in our principles. We have capabilities toplug virtually any marketing function into your process immediately. Asproficiencies develop, Business901 moves into a coach’s role supporting theprocess as needed. The goal of implementing a system is that the processeswill become a habit and not an event. Business901 Podcast Opportunity Expert Status Service Design Thinking Podcast with Marc Stickdorn Copyright Business901