When friends tell me: “Hey would you like to travel with me in the car with your son, so you don’t have to take the train?”, my answer is always: “Hell no!”. But not because of what you think.

It’s not that I’m a great environnementalist. It’s because my son fucking hates it! He hates being strapped in a car without being able to move, play, jump.

And that’s the fault of the Swiss Rail company. In Switzerland many trains have family-wagons. Some of them have games on the tables, some have full playgrounds in them with a slide, places to hide. And some are themed around Globi (1) with lots of children books.

The alternative to the car is just better for my son: it’s way more fun.

The same happens to me with a restaurant chain called Tibits. I love to get there, because it’s a buffet and every thing is super tasty. But truely tasty, like in everything has a total different flavour and rich profile! And that comes from someone who for years just loved burgers and pasta! It’s one of my favorite restaurants.

And it so happens that it’s a vegan restaurant.

It’s not better because it’s vegan to me (even if that’s pretty nice) but it’s better just because the buffet is so tasty!

Action question

What are parts of your service, that are ethically wonderful? How can you make them better outside of the ethical element?

Footnote

(1) a sort of Swiss Mickey Mouse figure, but it’s a parrot.

Daniele's notes

• This is the first shitty draft of this principle

• This principle might one day make it in the fifth book in the "Service Design Principles" series that explores how to better serve humans and the planet.

• If you're curious about service design principles, you can get the four previous books in the series, with proofread principles and less grammatical creativity.