Thinking in Services (book abstract)

Below is the abstract of the book I am writing. This is to be included in the publishers catalog. What do you think? I’d be grateful for your feedback.
Thinking in Services: New Eyes, New Perspectives

Perhaps, as customers, or as service providers, we don’t understand services as much as we think we do, for us to truly evaluate, appreciate, or criticize their designs.

Thinking in services is habitual. Services are such integral parts of the daily of individuals and organizations that a day without paying for or providing them is inconceivable. They come in so many different “shapes and sizes”, we have difficulty defining them. Many are so intangible, always and everywhere, we don’t even realize they’re there until they fail.

Too small to notice, or too big to fail, with the universe of services expanding faster than ever before, so does the problem space. New kinds of services or new modes of failure expose us to the moral hazard of unexpected costs and risks that are unacceptable. That’s why, as customers or service providers, we care about design.

The problem is, by their very nature, even simple services are dynamic and complex in the way supply meets demand to fulfill a promise. Therefore, when services fail to meet expectations because their design is simplistic or superficial, we’re even more disappointed, after having acquired a false sense of confidence.

In his book “Designing Design”, Kenya Hara suggests “To understand something is not to be able to define it or describe it. Instead, taking something that we think we already know and making it unknown thrills us afresh with its reality and deepens our understanding of it.”

This book is about having new eyes and new perspectives for exploring the universe of services, grasping their realities, and deepening our understanding of them; what services really are, what they could be, and why they even exist. Narrowing down on the true nature of services, broadens the possibilities for design.

As per Hans-Georg Gadamer, nothing exists except through language. That’s especially true of design, being critical for communication, coordination, and collaboration, across functions and disciplines, for the faithful execution of policy or strategy.

With simple drawings, symbols, and a few extraordinary words, this book introduces the basis of a design language for services. Anyone can learn this language, with a little bit of curiosity, imagination, and quiet time. You do not need a degree in economics, biology, or computer science.