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Daniele:

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Daniele: The big question that that people ask
when it comes to these books is what the fuck is

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a service design principle? You know, it's kind
of like the first question to that that we have

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to answer. And it's the tiny definition I have
written over the years in which I always come

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back to is that a service design principle is an
idea, a tip and advice, o a principle that helps

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to improve the human experience in a simple way.
So that's kind of like my tiny definition, and

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that's how I write with this in this series. So
basically this series is just a collection of

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many tiny little things that you could do to
help make people hate you a little bit less.

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That's basically the big pitch. And, you know,
as it's a collection, you know, in a collection,

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you don't take everything, you know, you pick
one element or y another and and then you mix

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them together to, to create new experiences. So
that's that's basically the big idea here. And

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they're pretty how can we say that It's it's
basically in a toilet book format which means

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it's it's not meant to be, you know, this very
long read where you have to be very concentrated.

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Guy: Okay.

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Daniele: No, you can read that when you are on
the toilet, you know, for a few minutes and you

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can pick one and just and just get inspired. And
and maybe if you're not inspired, that's okay.

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You always have to come back to the toilet
another time to discover maybe a new one.

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Guy: So. But we don't have to be the toilet to
read it, do we?

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Daniele: No, I think it's not obligatory. No, no,
no.

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Guy: Okay,

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Daniele: The bath work

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Guy: that's good.

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Daniele: also fine shower. I didn't try, but
might be a bit tedious.

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Guy: It could be tricky. Yes. So this. This is
your fourth book in the series. What's different

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about this one,

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Daniele: So every book basically is a bit of an
experiment based on the previous ones. So I try

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to keep what's working from the previous one and
try to change what didn't work or bring new new

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elements. So the new elements in this one are
that I wrote a rule book and then did a bit of a

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international book tour where I asked services
and experts from all around the world to take

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one chapter and to have a conversation with me
about it. So basically, looking at what they

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like, what they dislike, and also what they
recommend to people to go further on that topic.

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And it worked pretty damn well. It's been really
cool. Just from a personal point of view because

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you know, it's meeting some of your idols
sometimes, you know, like people that, that

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you're like, Oh, these people that are still
good, so cool. But I have no reason to speak

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with them. And,

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Guy: All right.

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Daniele: and now you're using that to, to get to
speak with them. So that's really cool. But then

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for the book, what's really cool is that I was
able to then bring these elements back into the

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book, for example, by having one principle and
then say, if you want to go further, click here

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and it brings you to the part of the video where
we speak about that element with one of the

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experts. So it's kind of going beyond beyond the
book, and that's pretty cool.

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Guy: Right. So there's lots of media around this
as well. It's not just a book or an e-book. It's

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going into video as well.

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Daniele: Absolutely. So I've I think it's going
to be around 10 hours of content or more

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Guy: Oh, wow.

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Daniele: that's associated with that. And the
other thing is, you know, when I talk with these

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people, they all have you know, there are all
kind of libraries in them. They have so much

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knowledge that they know of and they have so
many good recommendations. And so what I did is

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at the end of the book, I collected all of these
recommendations that they made can be books,

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frameworks, podcasts to listen and just put them
all at the end. So

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Guy: Oh, fantastic.

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Daniele: and what's kind of nice is, you know
that so you have a bit of a of a different way

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of reading the book. You're just reading it, you
know, order or are looking at it as a toilet

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book where you're just picking one or two
elements. What is the right time? Or if you are

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so deeply curious, you know, you can create your
reading list for the next year with it because

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you can go very, very, very deep in every topic.
So I like that it has all these possibilities in

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it.

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Guy: Right. So when when does it come out? I
mean, it's February.

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Daniele: Yes

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Daniele: , I'm going to use this opportunity to
invite people to a party that we're launching

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together. Because you're co-hosting the party
with me because I'm so bad that throwing parties,

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you know, it's one thing that I hate so much,
usually doing parties. And this kind of stuff is

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that I had to ask you to help me. Just throw

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Guy: Right.

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Daniele: it

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Guy: I think you've made a mistake there. If you
think that

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Daniele: up.

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Guy: I'm the party animal.

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Daniele: I think it's going to be fun, you know,
having two not party animals, trying to make a

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party. But but I think it's it kind of gives
already a bit of a of of of a teaser of the type

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of party is going to be. It's it's not going to
be, you know, this typical book launch or or

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party celebration where, you know, it's just
promotional or or a bit fake, but it's just more

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going to be an event where I've asked all the
book tour guests who can join to come and join

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and to have basically a big Q&A about about
services design and all things services. And so

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obviously they will be a tiny part. We will be
speaking about the book because that's kind of

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like the excuse for bringing all these people
together. But but in the end, it's going to be

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an event where we celebrate a bit more services
and in general and where people can have an

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opportunity to ask questions to smart minds from
all over, from all around the world. And I think

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that's pretty exciting. And obviously, you're
all invited, all of you listening. You're

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invited on the 6th of February 17 Swiss time to
come and join. There will be, I assume, a link

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in the show notes somewhere,

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Guy: Yes. We'll put a link on the show, and it's
definitely.

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Daniele: and then you can take it from there.

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Guy: Now, it sounds like my kind of jam. Thanks
very much, Daniel. Look, I'm really looking

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forward to it. I'm doing as much preparation as
I can, but obviously it's going to be a sort of

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open format and lots of discussion, and I think
it's going to be a real highlight to kick off

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the year in a great way for everyone involved.
So thank you very much for writing the book and

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for putting it together and for creating this
this launch party. And yeah, hopefully we'll see

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a lot more people there. So thanks again

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Daniele: And thanks to you, guy. And I want this
to be in the recordings, so please don't cut it

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out of the recording. We both have imposter
syndrome, and sometimes we. We want to hide it,

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but. But I want to publicly again, say a big
thank you to you. You are a very positive force

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for this book series and in general also the
kind of work that I do in not only with with the

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podcast, but you have also been in the backstage,
you know, sharing motivation, sharing

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encouragements. You're also co-hosting that that
event. You know, this is all super. That is, for

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me, something quite tremendous. And, you know,
it's lonely work usually. And having you on the

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side makes it much less lonely. And so for that,
I'm I'm extremely thankful

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Guy: Well, thank you very much. I'm I'm a little
bit touched and it's it's an honour and a

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privilege. So thank you.