Much has been written about the importance of selecting good names for things so that I probably don’t have to write much here. Just keep in my mind that the service name will be used very frequently, so taking time to find a good name or even changing an existing name to something better will pay of quickly.
The organising idea is the briefest meaningful summary of what constitutes the service under discussion. It is our first opportunity to communicate intent. A single sentence, perhaps even only a phrase, will often be sufficient.
To Johnston & Clark (2005), the organising idea is “The essence of the service bought, or used, by the customer.”
I’ve written about explicitly stating intent on my old blog before. First and foremost, it allows others to make independent progress toward a larger objective.
Live tweeting from London Lean Kanban Days 2019, Tobbe Gyllebring shared this:
That’s much nicer and much more powerful than what I used to say. Going forward, I’ll just borrow this:
Clarity of intent enables autonomous aligned action.— Karl Scotland (paraphrased) via Tobbe Gyllebring
I like the notion of an organising idea: What is the fundamental idea that we should organise everything else around? Or even better, that we should let everything else (and everyone) organise around?
See The service concept revisited for context and for links to related posts. Interested in exploring this further? Please get in touch, I’d love to hear from you!
Johnston, R. & Clark, G. (2005) Service operations management: improving service delivery. 2nd ed., Pearson.