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We swim in an ocean of products. Behind each one, there is someone (hopefully) thinking about the way we experience it.

Corporations are sitting on tons of cash. Should they not take an interest in both their suppliers and customers to co-produce and co-create products/services with them? Is this the future of banking? Could we develop another word for loans like collaboration?

Service Design changes the way you think about business. No longer can companies focus their efforts on process improvements. Instead, they must engage the customer in use of their product/service rather than analyzing tasks for improvement. We no longer build and hope that there is a demand.

If you're thinking what satisfaction is, customer satisfaction, it really depends on the expectation. You level your expectations against your experiences.

The further we are from our customers' knowledge base the more effort has to be made to create a larger and larger supply of prospects.

Appreciative Inquiry (AI) focuses on growing or increasing in value through exploration and discovery. It is a positive approach to change. It compliments Lean Thinking when you view Lean from a Value perspective versus a Waste Perspective. It is also relevant on how you use Lean.

Matthew Yubas is the author of Getting Your Prototype Made Quick and Easy and a Marketing Consultant for the Small Business Development and International Trade Center. He has developed products for 24 years as an Engineer, Product Manager, and Consultant for startups, small business, and Fortune 500 companies.

An original idea may be your starting point and Your First Prototype is with Pen and Paper. If or when your idea receives support from others, you will be at a point to take more serious design steps. Most successful product launches start with a clear vision of what they want to accomplish