Designing services instead of buying customers

Accountability is a buzzword in business, but is the traditional notion of assigning ownership to a single individual the most effective approach? In this episode of the Unlearn Podcast, Barry O'Reilly is joined by Kate Tarling, author of The Service Organization: How To Deliver and Lead Successful Services, Sustainably. Kate is the founder of a services company and a service leader and designer who has made a significant impact in public and private organizations, especially in the UK Government. Kate shares her experiences in creating high-performing services and teams and establishing accountability in large organizations. Kate and Barry discuss the challenges of getting different teams to work together effectively and the importance of intentional effort and investment to create end-to-end services and improve the customer experience.  Great customer experiences Creating great services is a better way to market products than relying on promotions and discounts. Kate says of the pivotal moment she realized this: “... if we just design this to work really well, if people love using it, then I feel like that is a way into marketing rather than having to offer promotions.” Her varied career experiences - in roles from operations to marketing to product - led her to realize the connecting thread in her work was a focus on service ownership and design. She tells Barry that she was working in service ownership before she even knew it was a thing. Lessons learned from Lean Startup Weekend Kate shares her experiences from a Lean Startup Weekend over a decade ago, where she worked on designing a solution for care homes. This was an example of a high-performing team coming together to iterate toward success using a user-centered design process. While this process is useful for designing products and services from scratch, Kate found that scaling this process to larger organizations presented a different set of challenges. She began to capture the questions and challenges faced when applying these principles to organizations, such as the way governance and decision-making structures work, the flow of money through the organization, and team structures. Principles and techniques of creating successful teams  In large organizations with multiple teams, it is essential to have a sense of what brings them together and a clear understanding of what they are moving towards. Kate and Barry discuss how to create successful teams in large organizations, particularly those aiming to demonstrate new, modern, agile ways of working. Kate emphasizes the importance of having a clear sense of what is being aimed for, not in terms of target states, but a clear strategy and performance indicators. She says, "Having a sense of what you're aiming for, not so much a target state, but a set of ideas or some performance indicators or something can help, but it really takes everybody to know what that is." She stresses that everyone must work together for the good of what they are driving at, rather than just focusing on their individual roles, profession or teams. Democratizing wealth creation through Nobody Studios Barry O'Reilly shares his excitement about co-founding Nobody Studios, a venture studio that aims to rapidly create new companies and derisk pre-seed stage business ideas. The studio's goal is to start 100 companies over the next five years and democratize wealth creation and distribution. Barry invites those interested in changing the way work is done and products are created to get involved in Nobody Studios. Read full show notes at BarryO'Reilly.com Resources Kate Tarling on LinkedIn The Service Organization: How To Deliver and Lead Successful Services, Sustainably