(Evolving to a new Dominant Logic for marketing)

there are an increasing number of users who prefer access to ownership.

Eise’s five drives:

Design Thinking is not a toolbox. Life is the designer’s toolbox.

empathy-building techniques, co-design, and early prototyping practices in the development process,

services are time-spans, journeys that need to be experienced in order to be truly evaluated.

“You must be shapeless, formless, like water. When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle. When you pour water in a teapot, it becomes the teapot. Water can drip and it can crash. Be water, my friend.”

The Swap technique was developed from mixing moments of individual and collective idea generation, while nevertheless still engaging users

Service evidences are avatars of a service that are there to make sure