Our resident service design columnist Tennyson Pinheiro first mentioned that he was putting the finishing touches on his new book a couple of months ago, and lo and behold, The Service Startup: Design Gets Lean is available now. Read our exclusive interview with Tenny below—and don't miss the exclusive offer at the end!—then check out the new book for more on how to build service design into the very foundation of your startup.
Let's start with some background&mdashhow did you arrive at your calling in Service Design?
I'm a designer and serial entrepreneur. I started my first business when I was 13 years old— lady punctured my soccer ball and I decided to get back on her by entering the same market she was in and take it over. She was an ice cream maker, so my friend and I started to do experiments on how to make an ice cream that was twice as delicious and that we could sell at half her pricepoint. My grandma unknowingly played the role of a seed investor, as we were secretly using her account at the grocery store to buy ingredients for our endless prototypes. Eventually we developed a delicious and cheap formula and completely stole the lady's market. Not long after, the lady played an unfair move and went to my grandma to ask her to force me out of business claiming she needed it more than me. Without our investor, we were obliged to shut down the business.
I learned some lessons with this fast-to-success and even faster-to-closure business and moved on to pursuit other ventures over the next years (for better reasons). As a designer, I started with interaction design, a journey that led me also to learn how to code. Later I moved from the digital world to the design of entire service ecosystems a decade ago, while I was doing projects in Africa, where I lived and worked during two years.
Currently I'm the founder and CEO of the Brazilian office of Livework, the pioneer global service design agency. And in 2013, I founded EISE, the School for Service Innovation, an entrepreneurship acceleration program through service design. I'm also a columnist here at Core77, where I pen the Design @ Your Service column, and the author of two books on the subject, most recently The Service Startup: Design Gets Lean.
Why did you write this new book on startups?
The book was designed to help small teams running on tight budgets implement service design into their development routines. Anyone in this position will find it a good read. Startups have the advantage of being conceived without the legacy toxins brought by the industrial revolution. As such, I believe they are in the ideal position to take service design to a whole new level. The inspiration to the book came two years ago, after I founded EISE, a program that is a mix of a school and startup accelerator through service design. Since then, I have been mentoring startups in implementing service design into their very foundation.
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