Every once in a while it's important to take everything you know and throw it away.
When you bend things and distort them it gives you the fresh perspective you need.
This Peter Merholz study about service design shines new light on the model by completely flipping its order of operation.
"Customers have no idea what's going on in those layers below "interactions", and just end up feeling insulted and abused by these mercenary mindsets."
Starbucks, Target, and Apple are top of mind brands that have flipped their approach and seen great success.
The left model begins with a company's structure that often limits the desired experience from a customer and misses the mark. The right model (pun intended) begins with attractive attributes and awareness that can be channeled into procedures and systems all while increasing brand share.
Is this even possible for your business? What factors do you have to consider?
Tim Andren is the founder of Guideas, Inc. an innovation and marketing company.