Chapter Five

Now Multiply It All by Culture

Imagine yourself walking around an empty building. The layout is intuitive, each room surrendering easily to the next one. You feel strangely reassured, even optimistic. You sit down on a bench that you hadn’t really noticed before, but which suddenly seems to be in exactly the right place. And you find yourself lingering, again an unfamiliar impulse. You feel the volume of the noise in your mind start to lower. That’s the feeling of great design.

When a service model is designed right, it produces the same sensations among the people who interact with it—energy, reassurance, the sense of calm that comes from being deeply respected as a living being. But like an empty building, a well-designed service ...

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