You know those videos showing exceptionally competent people doing brilliantly at their jobs, leaving you with a warm, satisfied feeling? Bricklayers laying a row of bricks like dominoes, ice cream vendors teasing customers with sleight of hand, pastry chefs creating improbable sculptures out of chocolate? Well, I get that same feeling with Daniele.
His passion for service design is so clear and radiant that when I come across clever service 'nudges' in the course of my day, my first thought is, 'Daniele will love this one'. (There are a few examples in this very book.)
I've worked for many years in various jobs and industries, and the common thread that binds them is that they have all been based around service in one way or another. From driving a taxi to being responsible for the implementation journey of a SaaS product from order to launch, I've always been conscious of creating the best experience for the people involved. This has led me to learn more about behavioural science, organisational psychology, and eventually the discipline of service design, where Daniele enters the picture.
Daniele is radically transparent, naturally inclusive, and, in case it wasn't clear, satisfyingly competent. He can get to the core of an experience (good or bad) and find an underlying principle. Over the years, he has curated and refined these principles on his website, then published collections in the form of the book you are about to read. This is the third collection containing principles from Daniele and, for the first time, from members of the growing community he has fostered. You are guaranteed to find value in the following pages—some simple idea that makes the experience of the people in your sphere of influence just a little bit better.
Guy Martin
Bredsten, Denmark
December 2022