“This is not a book to skim through, but one to delve into with curiosity
and imagination. Think with it, link the insights to your own
practices and you will be richly rewarded.”– Kees Dorst, 2018
Thinking in Services is for a deeper understanding of what services are, what they can be, and why they even exist. It reveals their internal structure — their ‘DNA’ — which provides anew fundamental layer of knowledge that previously did not exists for services.
Author Majid Iqbal created an 8 x 8 grid that helps describe the concept of a service with clarity and depth, ensures you can develop new services, test your existing service andimplement new strategies and narratives.