[Sigia-l] Fad or Trend?

[Paula Thornton]

Try reality. This is one of the soapboxes I step up to the most (mainly 
because it seems to consistently get 'blank stare' receipt -- and it's not a 
'blank stare' subject, particularly for our discipline).

The fundamentals of business as we know them didn't exist...they had to 
evolve, and they did so predominantly during the 'manufacturing' era (as 
opposed to the pre...agrarian era and post...information era). No one has 
really bothered to question the fundamentals...at least to the point of 
getting them to change. Standard organizational departments, roles and 
activities still reflect the vestiges of the manufacturing era.

The highest proportion of all business activites, which ensure that 
business's continued health/existence -- even for manufacturing -- are 
'service' in nature (to whit, the internet as a channel).

Why is it then that even among our own ranks that the connection of what we 
do to service design across ALL channels so difficult to grasp?

This is neither a fad or a trend...this is the reality of the work we're 
already engaged in.