Monday, November 28, 2011

“Designing” the Service Business Model.

With the passing of Steve Jobs, the central place that design has played in infusing everyday products with value has received tremendous airplay. That got me thinking, how could a design mentality create additional value in the service business? Specifically, the healthcare agency business?

What would a well-designed contact report look like? 

Would the structure of our meetings change?
How would our creative product be affected?

So, for the remainder of 2011, our Extroverts will be devoting time and energy to wrestling with these questions. We will start by immersing all New York and Boston Extroverts into the world of design. Extrovertic leadership will be giving presentations, taking the agency on a field trip or two, and bringing beautifully designed items into the office. We plan to culminate this effort with an Extrovertic idea storm, where we will apply the principles of design to generate ideas on improving our environment, processes, services, products, and work lives.

The inspiration behind Extrovertic idea storms is to look beyond the world of pharmaceuticals for interesting ideas and initiatives. Using a structured brainstorming process, we then develop ways these ideas can be applied to specific business challenges. In this case, how can Extrovertic raise the bar and offer a distinctively different level of agency service? Our clients have told us Extrovertic is different, that we offer a higher level of strategic thinking than most agencies. But we want to take that further.

Until the end of this year, we will be using the world of design as inspiration to offer a distinctively different level of agency service. The world of design has already provided us with a lofty template for our initiative. It comes from Mauro Porcini, 3M’s Head of Global Strategic Design, who was featured in Fast Company’s October Design issue.

“The designer’s goal…is not customer satisfaction. That’s a terribly low bar. You’re just meeting someone’s needs. If you’re a designer who loves your customers, you surprise. You enter the sacred field of the magic, of the extraordinary, of the memorable.”

At Extrovertic, we love our clients, their patients, and the healthcare space. So we will be idea storming on how we can surprise and delight them in 2012 and beyond. Please follow our blog, add your thoughts, and enjoy a design-infused end of year.


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