The importance of WHY in Service Design Strategy

Whenever we embark on a new project with a client, there is always one thing that we do in order to start designing a service strategy that works. We aim to identify why the business exists in the first place.

​Every service design process should begin by identifying the nucleus of your offering to create something unique that draws people in. But there’s one major stumbling block. Many business owners seem to struggle with explaining the why.

Service Design in Dubai

Let’s put this into a local context. We recently interviewed 10 interior design studios here in Dubai for an exciting project that Inibus & Co is currently working on. When we asked the question "So, what do you do?", the response was more or less: "We do interior design."

As a potential customer, would you be inspired by that? Would you buy into that statement? We think not. After all, there is nothing to buy into.

So, let’s take a look at the concept of “WHY”, which is especially relevant here in Dubai. Before, there was enough business to be shared around but this is no longer a small town.  Dubai is rapidly becoming a force to be reckoned with on the global stage and a business innovation centre that people are looking to for inspiration.
 
When you’re looking at how to design a service and create a business with impact, you need to work out your “WHY” in order to create something authentic and relatable that will stand out against the increasingly intense competition. 

The Golden Circle

You’re probably wondering why we are quite so taken with the WHY, so we’d like to introduce you to Simon Sinek. This high-powered author and marketing consultant is best known for championing the concept of the Golden Circle. This concept rests on the belief that every company in the world knows what they do, some know how they do it (their USP) but only a handful know why they do what they do.

It’s not as simple as “to make money”. This “WHY” is concerned with purpose and not profit. The correct “WHY” identifies the very reason why your organisation exists, why you get up in the morning and– crucially – why anyone else should be interested.

As human beings, we typically communicate from the outside in, starting with what is easiest (in this case – the “WHAT”). But the most inspirational leaders and companies turn this on its head. They start with the “WHY” and reverse the order of information. They draw people in and capture their imagination with the “WHY”. By the time the “WHAT” and “HOW” roll around, the audience is already hooked. With the most successful companies, the “WHY, WHAT, HOW” offers a seamless user experience.

Human Nature

This Golden Circle concept is so effective because the human brain works on an emotional level. People don’t buy what you do, they buy why you do it. When we consider the companies that we trust the most, it’s not necessarily those who are the most experienced. For example, Apple is no more qualified to make computers and phones than many of their market peers but they start all of their business activities with the “why”. They know that every successful company aims to do business with people who believe in what they believe in, and their service design is based entirely on this idea.
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And if you don’t want to take Simon’s word for it (although we think you should), perhaps you’ll be interested to know that the “Start with Why” concept is based on the fundamentals of human biology.

The human brain components correlate perfectly with the “why, how, what” concept to trigger the desired feelings, behaviours and decisions. This translates into service design that strikes a chord at every level.
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If you talk about what you believe, you will attract those who believe it too and this is important because people act according to their beliefs. As Simon Sinek says, “Martin Luther King gave the ‘I have a dream’ speech, not ‘I have a plan’ speech.” We follow those who lead because we want to, so your business needs to give people that reason why and inspire those around you.

Find Your Why

​Now that you understand why the why is so important, it’s time to find the why for your business start-up. Just follow the five simple steps below and remember – don’t overthink it. The most natural responses are the most authentic and authenticity is what translates to a successful relationship with your audience.

…We're a curious bunch eager to distil your why into its purest form and infuse it with it with a generous dose of design thinking that knows no bounds. Your “why” plays a central role in your business strategy which itself is a key part of service design. We will uncover your sense of curiosity and fuse it with the best service design in Dubai to create opportunities. So, let’s get started.
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To see what the Golden Circle thinking looks like in reality and witness the “why” in action, check out our case studies below…

Case Study 1: From Yawn to Yay!

Before:

“We are a UAE based, 'award-winning' Project Management Consultancy…"

Are you bored yet? We certainly are! There is nothing in that sentence or phrase that stands out. This company could have been anyone else in the market. There is no passion, no emotion, no fire. It’s just standard. We stepped in to identify the “Why”, closely followed by the “How” and the “What.”

Check out the results…
After: 

Why

"We believe in taking responsibility to help our clients save money and to ensure they make the right decisions when setting up their commercial space in the UAE. Our services save valuable time so you can focus your efforts on running your business."

How

"Established in 2009, we have delivered countless commercial projects with international clients. Our experience and expertise mean we know exactly what is needed to help businesses successfully operate in the UAE. We represent your business on-the-ground and, simply put, we get things done."

What

"We love to manage commercial space transformations. Our experience as project management consultants in office, retail, education, health-care, and F&B sectors has enabled us to build a reliable network of contacts. As a result, we provide a fast and efficient service that has the most value to our clients."

Case Study 2: From Immaterial to Invaluable

Before:

“We work with clients worldwide by introducing our new design concept materials."

.... yikes! What does this even mean? (We’re not entirely sure). Is it captivating? (Err… no). Is it relatable? (Not in the slightest. There’s nothing to relate to). So, let’s harness the Golden Circle and check out the updated offering…  

Check out the results…
After: 

Why

"TAF House material exists to help designers and asset owners achieve interior and exterior experiences that have an impact physically, emotionally and visually. Beauty is the key to everything!"

How

"We believe that good design is foundational to beauty and what we bring to the world. Everything we do reflects the creativity of Italian design merged with an understanding of the current architectural movement and design scene in the Middle East."

What

"As experts in decorative Italian-made porcelain tiles and wood flooring, we represent and supply trending materials across multiple brands specialised and dedicated to the Middle Eastern market."

Published by Nathalie Salas