Stepping into a service mindset series post 4 of 4
This four-part series offers a look at the rise of services and three tips for brands looking to understand some basics about the service revolution that is underway.
When we assemble teams we look for people who share a common language, we know this is essential in order for the team to communicate. Yet, even if everyone is speaking the same language, interpersonal communication is not always easy. Each individual has a unique history, influences and needs. The same words for one person can mean very different things for another. (For example, did you know the English word 'run' has 645 different meanings?)
Successful teams build a shared language that goes beyond English (or whatever dialect it may be.) This shared language is often built subconsciously and is full of the nuances and common understandings that help team members get on the same page faster and more effectively.
One of the challenges facing service innovation is a need for teams to add new vocabulary to their shared language. It's easy to get stuck on which 'dialect' to use (is it design thinking, service design, customer intimacy, something else?) The truth is, it's not what you call it that matters, it's the ability of your team to understand and apply it.
On your journey be diligent and conscious of the shared language you are building within your team. And, never hesitate to seek the help of a 'translator' or 'language tutor' to help you get there.
language tip
If you are seeking a shared language for your team, check out the book This is Service Design Thinking. It provides a great overview of the service design language and how to use established terms to build and define your vocabulary (Stickdorn & Schneider 2011).