 So Marcus when people approach you and ask you I want to become a service designer I want to become a better service designer. What is the ultimate tip you give them? Okay Could I give you a two-part answer on that? Let's go. Okay first one Yeah, two for first part one It's a bit of a cliche, but it's very true. It's Empathy at the end of the day You have to be able to put your shoes in you know yourself into the shoes of the user and I talked quite a lot on the show about Cultural sensitivity about being able to put yourself Into a culture other than your own or into a role other than your own Ultimately, if you can't do that, I would say that is the fundamental part of service design part to Be channel agnostic. I know digital is important and there's still a lot more To be done in the digital world and it's changing constantly, but we can't live from the neck up We are not just out everything from the neck up is not just eyes and ears We have a physical body. We get hungry. We get horny. We are human beings Okay, so we have physical needs and we have emotions as well and therefore we live in the physical world as well So I think the magic comes in combining that acknowledgement of what could be done in a digital way Hey, but within the physical context