Over the last two decades, service design has steadily attracted adopters from both practitioner and academic realms. The diverse origins of these adopters pose challenges for the further advancement of the discipline. To address one of those challenges, an automated text analysis technique was used to identify discursive elements of service design practitioners’ narrative to address organizational change. The findings identified three basins of meaning in the discursive construction of service design practitioners: STORIES, TEAM, and IMPLEMENTING. It also identified a strong lack of consistency of service design discursive elements regarding implementation.