Daniele: The big question that that people ask when it comes to these books is what the fuck is
a service design principle? You know, it's kind of like the first question to that that we have
to answer. And it's the tiny definition I have written over the years in which I always come
back to is that a service design principle is an idea, a tip and advice, o a principle that helps
to improve the human experience in a simple way. So that's kind of like my tiny definition, and
that's how I write with this in this series. So basically this series is just a collection of
many tiny little things that you could do to help make people hate you a little bit less.
That's basically the big pitch. And, you know, as it's a collection, you know, in a collection,
you don't take everything, you know, you pick one element or y another and and then you mix
them together to, to create new experiences. So that's that's basically the big idea here. And
they're pretty how can we say that It's it's basically in a toilet book format which means
it's it's not meant to be, you know, this very long read where you have to be very concentrated.
Guy: Okay.
Daniele: No, you can read that when you are on the toilet, you know, for a few minutes and you
can pick one and just and just get inspired. And and maybe if you're not inspired, that's okay.
You always have to come back to the toilet another time to discover maybe a new one.
Guy: So. But we don't have to be the toilet to read it, do we?
Daniele: No, I think it's not obligatory. No, no, no.
Guy: Okay,
Daniele: The bath work
Guy: that's good.
Daniele: also fine shower. I didn't try, but might be a bit tedious.
Guy: It could be tricky. Yes. So this. This is your fourth book in the series. What's different
about this one,
Daniele: So every book basically is a bit of an experiment based on the previous ones. So I try
to keep what's working from the previous one and try to change what didn't work or bring new new
elements. So the new elements in this one are that I wrote a rule book and then did a bit of a
international book tour where I asked services and experts from all around the world to take
one chapter and to have a conversation with me about it. So basically, looking at what they
like, what they dislike, and also what they recommend to people to go further on that topic.
And it worked pretty damn well. It's been really cool. Just from a personal point of view because
you know, it's meeting some of your idols sometimes, you know, like people that, that
you're like, Oh, these people that are still good, so cool. But I have no reason to speak
with them. And,
Guy: All right.
Daniele: and now you're using that to, to get to speak with them. So that's really cool. But then
for the book, what's really cool is that I was able to then bring these elements back into the
book, for example, by having one principle and then say, if you want to go further, click here
and it brings you to the part of the video where we speak about that element with one of the
experts. So it's kind of going beyond beyond the book, and that's pretty cool.
Guy: Right. So there's lots of media around this as well. It's not just a book or an e-book. It's
going into video as well.
Daniele: Absolutely. So I've I think it's going to be around 10 hours of content or more
Guy: Oh, wow.
Daniele: that's associated with that. And the other thing is, you know, when I talk with these
people, they all have you know, there are all kind of libraries in them. They have so much
knowledge that they know of and they have so many good recommendations. And so what I did is
at the end of the book, I collected all of these recommendations that they made can be books,
frameworks, podcasts to listen and just put them all at the end. So
Guy: Oh, fantastic.
Daniele: and what's kind of nice is, you know that so you have a bit of a of a different way
of reading the book. You're just reading it, you know, order or are looking at it as a toilet
book where you're just picking one or two elements. What is the right time? Or if you are
so deeply curious, you know, you can create your reading list for the next year with it because
you can go very, very, very deep in every topic. So I like that it has all these possibilities in
it.
Guy: Right. So when when does it come out? I mean, it's February.
Daniele: Yes
Daniele: , I'm going to use this opportunity to invite people to a party that we're launching
together. Because you're co-hosting the party with me because I'm so bad that throwing parties,
you know, it's one thing that I hate so much, usually doing parties. And this kind of stuff is
that I had to ask you to help me. Just throw
Guy: Right.
Daniele: it
Guy: I think you've made a mistake there. If you think that
Daniele: up.
Guy: I'm the party animal.
Daniele: I think it's going to be fun, you know, having two not party animals, trying to make a
party. But but I think it's it kind of gives already a bit of a of of of a teaser of the type
of party is going to be. It's it's not going to be, you know, this typical book launch or or
party celebration where, you know, it's just promotional or or a bit fake, but it's just more
going to be an event where I've asked all the book tour guests who can join to come and join
and to have basically a big Q&A about about services design and all things services. And so
obviously they will be a tiny part. We will be speaking about the book because that's kind of
like the excuse for bringing all these people together. But but in the end, it's going to be
an event where we celebrate a bit more services and in general and where people can have an
opportunity to ask questions to smart minds from all over, from all around the world. And I think
that's pretty exciting. And obviously, you're all invited, all of you listening. You're
invited on the 6th of February 17 Swiss time to come and join. There will be, I assume, a link
in the show notes somewhere,
Guy: Yes. We'll put a link on the show, and it's definitely.
Daniele: and then you can take it from there.
Guy: Now, it sounds like my kind of jam. Thanks very much, Daniel. Look, I'm really looking
forward to it. I'm doing as much preparation as I can, but obviously it's going to be a sort of
open format and lots of discussion, and I think it's going to be a real highlight to kick off
the year in a great way for everyone involved. So thank you very much for writing the book and
for putting it together and for creating this this launch party. And yeah, hopefully we'll see
a lot more people there. So thanks again
Daniele: And thanks to you, guy. And I want this to be in the recordings, so please don't cut it
out of the recording. We both have imposter syndrome, and sometimes we. We want to hide it,
but. But I want to publicly again, say a big thank you to you. You are a very positive force
for this book series and in general also the kind of work that I do in not only with with the
podcast, but you have also been in the backstage, you know, sharing motivation, sharing
encouragements. You're also co-hosting that that event. You know, this is all super. That is, for
me, something quite tremendous. And, you know, it's lonely work usually. And having you on the
side makes it much less lonely. And so for that, I'm I'm extremely thankful
Guy: Well, thank you very much. I'm I'm a little bit touched and it's it's an honour and a
privilege. So thank you.