Too often in this nascent industry called “service design,” practitioners, students, professors and pundits seem to love to endlessly debate the meaning of “service design.” Invariably, the definitions become long, complex and too abstract for most outsiders.

As I was thinking about a way to describe service design in simple terms – to prospective clients, friends, neighbors, etc – it hit me like a ton of bricks:
Service design is about asking, “How can I help?”

- How can I help make your flight better, less stressful, more meaningful, more fun, etc?
- How can I help you do business with me more efficiently?
- How can I help you in your time of need, (death, sickness, job loss, etc) as it relates to the service(s) I normally provide you?
- How can I help you get the information you need quickly?

But the key is in asking the question with a pure heart, as in, “How can I help you?” as opposed to “How can I help you help me make more money?” The fact is that if you truly add value – if you really help – then the money will naturally follow.

Sometimes, the help that a customer wants or needs is adjunct to your core business. Sometimes it logically comes before or after your typical point of engagement with that customer. And therein lies the opportunity to not only help, but to also create new revenue opportunities for your business.

In the end, if people would embrace this core idea of “how can I help” then the world of business – and the world in general – would be a far better place.

So… how can I help you?