“why can’t we bring as much innovation, adaptation, and engagement to our organizations as we do to our development of products and technologies?” Gary Hamel asks, in his The Future of Management. When it comes to innovate in a process that is not centered in a R&D group, the power of innovation gets lost in the day-to-day 9-5 operation. Same challenge to service companies, how to keep the creative spirt in the organisation during the continous growth of service systems? The answer is to do it with its people. By people I mean everyone involved, not only the top managers or service managers. The power of innovation, the people-centered approach, the design toolkits, should be deliveried to the contact employees, the customers, the accountants, the external enterprises, the logistics, the part-times, the full-times, the I-have-no-time-being-creatives! Engaging people in the design process is just one part of the job of a service design manager, there is a even more challenging part: to keep that engagement in the organisation and let it grow with the service system.
