 Mauro Porcini, who's the chief design officer at Pepsi, just published a new book titled The Human Side of Innovation and in this episode you'll learn all about the key message in the book how it came to be and why we need it now more than ever. Here's the guest for this episode, let the show begin! Hi, I'm Mauro Porcini and this is the service design show episode 163. Hi, my name is Marc Fontaine and welcome back to a brand new episode of the service design show. On this show we explore what's beneath the surface of service design, what are those hidden things that make all the difference between success and failure, all to help you design great services that have a positive impact on people, business and our planet. The reason I'm excited to have Mauro back on the show is that he's sharing an important message that I feel should be heard by everyone in the design community and beyond. Mauro captured this message in the book titled The Human Side of Innovation, the power of people in love with people that just got published. In this conversation we explore some fascinating aspects of the book like how kindness is a competitive advantage in business, how human-centered design in its true nature is good for our planet and what's love got to do with it. As a bonus, if you stick around till the end of this episode you'll learn how you can join the contest to win a signed copy of Mauro's book. If you enjoy conversations like this that help you to grow as a service design professional make sure you subscribe to the channel and click that bell icon to be notified when new conversations are out. So that about wraps it up for the intro now it's time to sit back relax and enjoy the conversation with Mauro Portini. Welcome back to the show Mauro. It's such a pleasure to be here with you and such a good occasion because we're going to talk about the book that just came out this month. Super awesome, super excited to dive deep dive inside that but before we do that Mauro as always the tradition is that the guest gives us a little bit of context about what they do and who they are so could you please share that with us. I am the chief design officer of PepsiCo, the food and beverage multinational corporation. I'm the first chief design officer of the company. I've been in this company for 10 years. I drive design, innovation by design for the entire portfolio of the company. Before that I was the first chief design officer of 3M, the tech multinational corporation from Minnesota. I've been there for 10 years. I build the design capability from scratch. So I'm saying first mostly because it defines what kind of career path, what kind of journey I had, a journey of discovery and building something from scratch. It's been exciting, it's been difficult, it's been wonderful. So I'm not sure if you're seeing this but there is a pattern 10 years at 3M, 10 years at PepsiCo being different like I'm feeling something new is on the horizon Mauro. Not really, I mean a lot of people even in PepsiCo are telling me but no I'm happy where I am and there are amazing challenges in front of us. So I'm here. We have a lightning round that wasn't in the episode because I said welcome back to the show. You were here five years ago episode 44. We didn't have a lightning round back then but we do have one now. I have five questions for you. Your task is to answer them as quickly and as briefly as possible. Are you ready? I hate those kind of things. Go, go. Okay, I'm very curious Mauro. The first question is what's always in your fridge? Always in my fridge. I should say Pepsi but also a very good bottle of wine. All right. If you could be an animal, which animal would you like to be? Bella. That's easier with me. So a Pomeranian. Pomeranian. Now which books or books are you reading at the moment if any? Stage not age is the latest book I read and then another one that I started last night but it's in Italian but the book originally was not but it's a gift of a friend. In Italian it's say the enneagramma dell'anima. So it's the enneagram of the soul but essentially it talks about different kind of souls that define different kind of personas, different kind of people and I'm so curious to read this book. Sounds good. I'll add a link in the show notes and question number four is what did you want to become when you were a kid? I wanted to be either author or an artist. I became a designer. My book starts with that story. Okay. And the fifth and final question is I had this question back five years ago but I don't think you remember the question. When did you first hear about service design? I think we connected in LinkedIn if I'm not wrong. It could be. I think but I don't remember. It was so many years ago that so many things happened that it's difficult to remember. And one thing so thank you these were the five questions but I have a bonus question for you. Something maybe not a lot of people know is that you also have a podcast, right? I do have a podcast. It's called In Your Shoes with Mauro Porcini and yes I've been interviewing like you do many interesting guests but I don't have as many episodes as you so but yeah. It's still going on. It's fun. It's still live because I saw the recent episode was quite recently. Yeah, it's still live. It's still live. I recommend it. For me it's been very interesting because there is this exchange with so many inspirational creative leaders from many different fields and obviously I bring to the table the experience in these corporations and what we're trying to do and the challenges so the conversations usually are pretty interesting but thanks for us. Yeah, hopefully you'll get some new subscribers through this episode. Mauro you recently very very recently launched a book which is called I'm Going to Cheat and Make Sure That I Don't Get It Incorrect. The Human Side of Innovation. The Power of People in Love with People. Is that correct? Perfect, perfect, perfect. So a lot of questions around that and by the way we're going to do a contest at the end of this episode to give away a signed copy so make sure you stick around till the end of this episode but my first question was for somebody who's so busy running a design department, building design, evangelizing design in a large multinational, multinational where did you find the time to write the book? I don't know. In reality first of all, as I write also in the book, I always knew that I wanted to to write a book. I had this dream as a kid to be a writer and so I started to take notes of everything in my professional world and in my private world since I was a kid so I had so much material when at a certain point I was like okay now is the time to write the book when was the time to write the book was when I was ready you know in my mind in with my soul and I can tell you more about this but there was a specific time I was like okay now I can take everything I've been writing over the years and transform it in the book but but then I didn't realize how much work the books require and so here I am I signed a contract with a publisher five months before covid and then covid arrives and that's the only reason why I was able to write a book like this because at the time because of the tragedy of covid to stay home to write every day weekends nights I've been writing so much actually I wrote the equivalent of at least two books when the italian publisher read the manuscript it was the equivalent of 1200 300 pages of a book uh they were like okay these are definitely two or three books and I knew but even the fact that I've wrote 1300 pages knowing that I would have never published them I knew it's too much I think is the evidence of the fact that I was doing that before anything else for myself and by the way also for my daughter I didn't know I was going to have a daughter but I knew the sooner later I was going to have a child or more and so I was writing literally you know putting it out there for people close to me and the closest you know arriving they could enjoy the content of this book was for sure uh on top of obviously my significant daughter my parents my family was my my my children. I think that's a great way to motivate yourself into putting in the effort to write write something for your kids or for your family because then it becomes something very real and very tangible like you're doing it for them and you're leaving a little bit a small piece of yourself when when you're gone. I mean I think you need two ingredients one to enjoy what you're doing so that is not a job you are doing because you love it one is passion for writing and this is true for anything we do in life we need to love what we do and that's the idea situation there are people that unfortunately need to do things that they don't love because this is the reality of life and it's very difficult for them to get out of their reality but for many of us we can choose but often we are trapped in situations and that even if we don't like are comfortable and so the idea of getting out and do something that you really love is very important I love writing so that was one component the other one is what you just said is is the purpose why you're doing that so the how is enjoying it the why is your purpose and so for me writing a book and the books I would write in the future is it's just fun it's a way for me to you know it's a component of my happiness personal satisfaction it definitely resonates with me I don't know if you can see the poster behind me but it says love the game play to win and this definitely sounds like something that you love to do and you do to win now before I would love to do an entire episode with you just about writing but maybe that's going to be a sequel but today I want to focus on on the key message of the book and sort of help people get excited about it and maybe pick up the 1300 pages now I'm sure it became less about the book so let's start with a with a high level overview and I know this is almost an impossible mission but could you give us like a key Sony what is the book about the book is a book about people that if I need to summarize it in one sentence this is a book about people in love with people that is somehow the subtitle as well and what I mean is the second set of people talks about the need of doing anything we do innovation business and actually even beyond that everything we do in our life with the focus on creating value for people that people being yourself obviously when you talk about society and when you talk about your private life but mostly in this book we talk about the people we serve with our products with our brands with our activities in general so the first part of the book is about human centricity and that's the second set of people in the people in love with people the first part of the book at the second part of the book that is the first set of people in love with people that the people that are in love is about these incredible innovators and leaders entrepreneurs people that change the world and how they think and how they act and what they do and then love somehow synthesize it all it talks about the passion you have for what you do it talks about the looking at those people that you serve not as consumers or customers but as human beings and trying and caring about them and creating value for them and finally it talks about the love that you have for others around you you bring them with you in your mission to create value for society for people for your customers and consumers as often they are called in the business world. Now thank you for this and I do want to get into the question of why now you've been collecting notes for a very long time why didn't you write a book I don't know five years ago or why didn't you wait another five years what made this the moment to get this book out into the world? Well then now is very very personal and because for me this book is not about my visibility as a designer it's not about anything else but something that I needed to do I wanted to do and I wanted to enjoy doing and because you said it earlier my life is so busy and intense and and it's not just my professional life but also my private life obviously I needed to find the moments in my life journey that was stable and I think what happened is when I found Carlotta my partner and we found our own stability and we were ready to have a child and so and and and the journey of PepsiCo it was not in startup mode we were scaling it up and there was a stability and then I have an amazing team so once I had the stability in my mind and in my soul I was like okay now I'm ready to write and join it first really literally spending time enjoying it and then somehow I have a piece of the story that arrived to a specific deadline not to the end because it's a never ending journey but to a specific deadline I can summarize many of the things I learned because I feel that now you know I have a stable view of what I learned I had very highs and then downs and then and I learned so much from both so I was ready to tell the story in my mind and in my soul right that again sounds like a very good feeling to have like feeling ready to get the story out and I'm sure it's really like in hindsight you can sort of come up with all sorts of explanations why this is the moment but it's really hard to predict upfront at some point you just you just know you just look I'm in a phase of my life that I reached a few years ago of the keyword I would use is awareness it's like at a certain point I started to elevate myself above the pain of the everyday or the you know intense joys of the everyday I was able in a way or the other probably through the biggest pains that I had in my life a few years ago to detach myself look at things in perspective and I don't know I feel that I reached a maturity that will literally make me enjoy the moment in a better way I'm not talking about the maturity that make me pitch and and lecture and I don't have that kind of arrogance I'm talking about my feelings like a sense of awareness and make me enjoy telling that kind of story riding the story and spending time doing that I knew already because I've been riding you know for four years but the idea of riding you know the act of riding actually is also an amazing therapy session for yourself why you ride you discover things and and so I was really ready like with a sense of awareness to spend time to psychoanalyze myself even more and then it's beautiful something instead that I didn't expect somehow I did but I didn't realize how intense it would have been is the feedback that you receive on what you've wrote and both people reading the book or eventually people listening to conversations like the one we have today and giving you feedback about certain things and realizing that certain ideas you had eventually resonate so much with people that you should double down on those and pitch them even more especially if those are purposeful ideas ideas that are creating value for society you know for me personally that's the biggest satisfaction and the biggest focus that that I have so let's let's dig into that what were some of the ideas that resonated with the people who were listening to your stories I give you two one is somehow the the reason of the book essentially the key theme that so the first one is the fact that when we talk about design thinking or we talk about human centered innovation that for for me as a designer are the same thing but I am purposefully using different words because there may be people out there that are doing design thinking without even realizing that that's design thinking they call it human centered innovation and there are people out there they don't like too much the word of design for a variety of different personal reasons but they love the idea of human centered innovation without realizing that it's the same thing so long story short when I realized that I mean I realized many years ago the fact that design thinking human centered innovation were so much more than processes and tools and ways of working and and and and no matter that when you read about design thinking that tells you they tell you about the processes and the ways of working and the double diamond and what you should do to apply this methodology and to be successful when you go to a design firm or an innovation agency they sell you the that kind of way of working when you they you do workshop for your teams on that so when I started this design journey in 3m I brought in the methodology the tools and the ways of working and I started to apply them to dozens and then hundreds of projects and then looking back and realized that some were working very well and some others were failing miserably and so I was like maybe I need to tweak the methodology even more I need to call different consultants in I need to hire different kind of designers and so again you produce more projects and many work and many don't and at a certain point I I I realized what was really the variable that was making the difference and by the way now I'm gonna say it and it's pretty obvious but often people companies don't talk too much about this the variable is the people behind the tool the tool is is like a brush put the brush in the hands of Picasso put the brush in the end of your tax accountant you'll have a very different kind of painting and yet when design thinking doesn't work these companies accuse and challenge the tool it's like if you get peace with a brush because the brush didn't create the piece of art of Picasso so this was the first message focus on people their characteristics they were thinking but if you're a company you're a CEO you're a business leader do it strategically not oh yeah I need innovative people that's it now what are the characteristics of these people I have at least 24 different characteristics that have been so important over the years for me to focus on and be very scientific and strategic and fact based in highly those kind of profiles that's the first the second is when you start to talk about the characteristics of these people there are a variety that are more respected when you talk about innovation for instance the ability to dream to think big even though you often I mean we are always born with that ability as children we are dreamers by definition as as kids and we fantasize and we think big and we ask questions and then society teaches us to stop dreaming dreaming is childish dreaming is naive and yet we protect it until you know we go to college we get out of the school we go to these companies and we're still dreaming a little bit and we think yeah we're gonna change this company we're gonna change the world and then the companies normalize you the companies put you in you know in a job description in the floor and they're like you need to do this and so again the ability to dream is so important but you also need to combine it with the ability to make things happen to execute to be pragmatic take trade offs and compromises so this is one characteristic that is obvious I see that you have something to say so I'm gonna pause but not so this is one characteristic you know a mix of two that are still somehow obvious even though very difficult when you hire an innovator so again let's find people with these traits but there are other characteristics I talk about that are less obvious actually often we talk about the opposite for instance kindness optimism curiosity and and I can describe each of them and why they are important if you want I'm gonna do it but to answer your question when I started to talk about kindness link to quality productivity team effectiveness or optimism and curiosity curiosity I saw people were like wow you know I speak about these in conferences I saw people getting emotional somebody crying I see the media focusing so much on this aspect of the book everybody's talking about kindness connected to innovation is an association that very rarely you saw actually you know if you think about the history of innovation there are many great innovators that are the opposite of kind so why kindness today but there are a lot of nice and kind people out there there are so many more than what I was realizing because like you and everybody else were bombarded by you know bad news and and and people are not behaving in the proper way in social media so you start to think that actually humanity is not kind anymore and then you put kindness out there and you're like wow I'm kind too but they they don't even tell you that you feel it you see people crying when you talk about kindness because they want to be that but often they're not allowed to be that because they tell them that's weakness is not a strength it is a strength all right so much to go into let's let's I'll pick something that I think is very interesting is that the things that you describe will probably resonate with a lot of designers I hope they will resonate with a lot of people in the design practice they focus a lot on soft skills rather than the the analytical or the hard skills how do you how is your message received by people with let's say a managerial background you work in a huge company that's I guess about efficiency productivity effectiveness your message is is it compatible with that kind of an environment look my effort and this has been defining my entire entire career professional journey my effort has been always the one of combining the two worlds combining the world of emotion creativity and intuition with the world of business data facts return on investment productivity and so when I talk about kindness for instance or optimism and curiosity and a variety of others there are 24 traits once again I always do the effort of linking it back to a value for the business world so when essentially one of the characteristics of these unicorns I call them in this way these innovators these leaders is the ability to talk different languages I call them polyglots and I I mean cultural polyglots able to talk the language of business the language of finance HR science engineering and so what is key when you talk about something that is a universal value that is actually building value for companies for businesses for business leaders is key to convey that idea and a message using their language if I go to a Japanese and I speak to this person in Italian and my content is really really good unfortunately Japanese won't understand even if the Japanese if you are speaking Japanese will totally get the greatness of the concept so if I talk about kindness in a to a business leader to a CEO and they just talk about how kindness is important in society this person if is a good person is going to resonate with that idea but he or she won't care at all about that idea in the business environment but if I talk about kindness as a driver of productivity of efficiency of effectiveness of teams if I talk about the fact that the lack of kindness is an invisible cancer inside these corporations because you don't see the negative impact that is generating but lack of kindness of each of these individuals escape multiply for hundreds of thousands of individuals produce a level of redundancy and efficiency that is mind blowing and yet when we talk about investing in productivity or increase in productivity we talk about cutting costs optimizing processes laying off people eventually and we don't talk about investing in kindness to increase productivity so the answer to your question is translating anything we have in mind as designers innovators human centers in individuals in something that somehow is relevant for those people and that's why you need another characteristic of these unicorns that is empathy you need to put yourself in the shoes of the person know the language polyglots and translate what you are talking about in something that is relevant to them through empathy and is understandable by them by being a cultural polyglots it's almost a meta message in this message because you also need to be in love with the people you're sharing this message to exactly that that that's why the word love that I choose for the subtitle it would have been even the title the problem is that people would have told that it was a romantic book so I needed to squeeze in the word innovation but the word love summarize it all in a way or the other if you have that love in three dimensions and I mentioned earlier love for the people you serve love for the people around you love for what you do then undirectly you have the 24 characteristics of the unicorn you know in a way or the other because the love for what you do push you to get out of your comfort zone as a designer as an example and learn other dimensions of the business of science of different disciplines because you understand that to do what you're doing in the right way you need to learn also those words it needs to respect you know it leads you to respect people to embrace diversity to do as you know all those 24 different things that define these incredible innovators so you mentioned the 24 characteristics or traits we don't have time to go into all 24 of them but you also mentioned unicorns a few times now if people come from a VC background then I think are we talking about a billion dollar exit companies no we're not what are these unicorns that you mentioned a few times they are these incredible innovators with these 24 different characteristics I'm gonna tell you in a second you know some of them I already mentioned some of them earlier but the reason why we call them unicorns is that a few years ago I was there with my team in PepsiCo talking about the talents we were looking for and then at a certain point somebody was like they're so difficult to find they're almost impossible to find they're like unicorns and since then we started to call them unicorns and then when I decided to talk about them in conferences and then immediately after to talk about them in a book immediately I thought well wait a second there are the multi-billion I mean the billion dollar startups that are called in their ways gonna create any kind of confusion I disconversation with my publisher and the answer was well actually to build a unicorn you need unicorns so that was actually perfect because to build those kind of companies you need people with these kind of characteristics and the other thing I realized this this was before the Italian publication the book in Italian came out one year earlier is that the these characteristics that were initially characteristics of the designers of Osiris I did it this everything is in the book comes from out of my practice as a designer you know in all these years even though then is translated in theories and and and and and advices or suggestions of what worked with me but very structured right you know his strategy is his pure strategy but is all blended with you know my life and my experiences since I was a kid there are many stories of you know my childhood as well and and so all of these together is I forgot what I was saying I started to to fly I'll transition into the next question I have and I know you have a strong opinion about this and that I think I resonate strongly with as well is some people we were talking about the unicorns but the other question that I had is nowadays you see more and more people come up with the topic of we need to stop being human centered we need to be planet centered life centered environment centered so having people focusing on people might raise some eyebrows what is your take on this yeah I mean that topic years ago I was talking about this and somebody in a posting league then challenge my idea of human centricity like enough with being you know human center because humans are destroying the planet with it I was like oh my gosh I mean people saying that don't understand at all what human centricity is about and in the book I have a chapter dedicated to this and I make an analogy I I I I ask people to think in this way imagine the focus of your human center innovation is your kids so you know that's your target you're designing for your kids in a human centered kind of way now you want to create something extraordinary for them would you ever destroy the bedroom where they sleep the house where they live the garden they have around the house you will not do that right because if you are human center you don't do it human center means that you care about them so therefore you care about environment where they live so real human center innovation is the one that care about the environment where these humans live how can you be human center creating you know something that destroy the place where these humans are living so human centricity that destroy the planet is not human centricity is something that has nothing to do at all with human centricity so instead of challenging human centricity that is so important let's focus on the right balance between these humans and the environment where they live and let's respect both and this I think a super important message I don't it's probably not the key message but it is a very important message that maybe introducing like I don't know planet centricity uh takes the focus away from what I totally agree with what real human centricity is like we cannot be human centric if we destroy the planet like it doesn't make it doesn't make sense and by by the way there is another little nuance that take it even to the next level so in this planet there are not just the rivers and you know the the forest is and the nature in the planet there are also other species animals that live out there and they have the same rights that we have to enjoy this planet and I there there is there is this episode you know something that happened recently of I don't remember how you call it in in English but this animal in in the seas of Norway I think they were skilled you know it's like a seal but it's much bigger I never remember or a sea lion was that this sea lion I don't know if you saw it in the news was skilled because she migrated from another part of the of the sea in the north of Europe in I think a region close to Norway you know on the water and she was becoming somehow dangerous to people going there with her boats and everything but simply because she wanted to play with these people and she was becoming an attraction and so she would jump on the boats of all these people that by the way were there to interact with the sea lion so long story short she was killed I'm gonna use the word kill they say eutonized but this is killing and then I you know I I challenge that I condemn that in social media and recently a guy a young guy was like wow why do you do that the planet belongs to us we are humans and they are she was threatening humans and I was like wow the planet doesn't belong to us and when you say human centered there are two things that you want to consider one is focusing on the human beings but the other word that you want to consider is humanity but the most romantic meaning of the word humanity that is once again connected to love to empathy to the ability to love the animals around us I mean I have now as I'm talking to you I show you earlier my dog bell like if you see somebody if you hear somebody snoring on the background that's her she's sleeping always there with me I have another one Leon and but God knows where he is right now but I love them like if they were humans and I can't step on ants I can't kill a bee I can't you know think of killing any living being out there and and and I wish everybody would think in their way I mean this is life life like human life there is life out there now yes you know if there is need in the food a chain to kill some of these animals you know to sustain you know ourselves and everything if you're not vegan of it I understand that but any act of cruelty any act of that is dismissive to the animals out there and the planet out there you know the full ecosystem natural ecosystem out there it shouldn't be considered human it's not human and human centricity you know even though it's all about being focused on other humans should also consider the humanity of these humans and push purposefully that idea and that's why I love so much how people are reacting to ideas like kindness and empathy in the book because I'm like wow so many people share these kind of values but we don't talk enough about this and then it's good that you sort of shine a light create awareness and create a starting point for the conversation about this right that's I think already super valuable so many questions I have for you but I know our time is limited today so one one thing I would be I would love to hear from you is what do you see as being currently the biggest barriers of implementing this maybe on a bigger scale like if I flip this question around like what would be needed to accelerate adoption of this mindset this attitude you know I work for companies that are really good at building brands and promoting brands and and we should market that idea we should have media embracing that idea we should have influencers talking about this if you know many of the influencers and the celebrities we're all familiar with who started to talk more about the power of kindness the power of creativity the power of optimism the power of curiosity so many people would follow and so I don't have the answer I just described how but the point is how can we make these people more interested on that you know and so especially for the media the more they can celebrate messages like this the more than they they can brand them make them trendy and celebrate people that embody them that drive them the better it is when they ask me for instance who is the business leader that you admire that you love that you know one of them is Richard Branson and is the reason is that Richard was able to build the business empire that he did but also in parallel he did it in a purposeful way it was always going after either a problem that he saw in society that he experienced by himself like oh the bill of my cell phone is too high this is crazy let me build a company that that change completely the way we use cell phones and the way we build for sort for the kind of service train planes you know every time we're seeing a problem he will try to solve that but then he went above and beyond that and so all the causes he's been fighting for all the way to peace in the world so that's the other dimension purpose purpose purpose and then the reason why at particularly right Richard is that he did all of this so business plus purpose having fun having fun all his life and challenging himself and and so there is the cool factor so imagine if we had celebrities out there that will do that they will build their business empires but with the purpose and in a cool fun way wow you know they would have the power to really change the world hopefully the media the media are very important to celebrate these kind of individuals and and and and push the message that's that's awesome because these people are there already right it's happening it's already happening it's we just need to give them a stage and celebrate them and put a spotlight on them I think you're you're absolutely right yeah look look you know we live in a world where today unfortunately too many kids think that fame and money are the goals in life and and I say this because as many of these kids that come to me either after a speech or in social media and they ask me how can I reach you know your success but they literally mean visibility and eventually wealth and I'm like if that's your goal the vast majority of you like listening to us right now will fail because it's difficult to reach fame and wealth so that's problem number one but I wish that was just the problem actually I'm happy that is not just the problem the problem the real problem is that even if you reach the fame and wealth you're not going to be happy anyway if you don't have something else and that's something else is the search of your happiness investing in what drives happiness investing in yourself in your identity in your health your culture then investing in others close to you family friends community giving love and receiving love back and then investing in something that is bigger than you a purpose a cause that essentially we live a positive memory of you after you are gone essentially will help you defeat in the very idea of death by building legacy I close actually the book talking about this this you know how to design happiness and and we should be driven by that and and these are the values that once again the media should celebrate this will drive happiness in the society happiness even for those celebrities out there stop celebrating people that make money people that get to fame without any content and let's celebrate people that eventually do also these things because it's still a component of success in this society but they do it in the right way celebrating the right values and pushing forward the idea of the society we want to live in and helping the society being happier and happier I love that now I have two questions left and one is if people made it so far into our conversation and reflect back on this what do you hope is the one thing they will remember to go back to the lies and think am I embracing this idea of love every day so am I loving the people I am with either because you know and you know and you can think am I giving it to them am I giving love and I'm receiving it back the second thing is in my work am I just working for the year and review for my next position or I'm working to create something valuable for people out there no matter what is the job that you do you could work in a store and creating value for the customers that come in for those people those human beings that come in all the way to you could be the CEO of a corporation creating value for society and then the third point is am I loving everything I'm doing every day I wake up you know in the morning I look at myself in the mirror am I thinking I am happy because I'm loving what I do if you don't in any of these dimensions think about what can you fix to make it happen because if you do these will give you happiness and often is a matter of just becoming aware that you can do small things to change your situation and reach that happiness we've been talking about in this conversation today and if you need more inspiration I'm sure that the book will help with that now there is one thing we need to do before we leave off Maro and that is to announce the contest as I always like to do in these episodes when there's a writer on on board is to give show an act of kindness by giving a signed copy away in this case you're going to give a signed copy away it's pretty simple people need to leave the right answer to the question that you're going to share with us right now what's the question Maro so what is the day of release of the book you can find it in amazon very easily what is the day of release of the book leave your answer on this episode and we'll do a raffle amongst the correct answers in in about two weeks after this and then one lucky person will get a signed copy of your book I'll be I'll be jealous and excited for them as well Maro again so many questions here on my notes in front of me but we'll have to save them for next day thank you so much for like I said taking the effort of sitting down embarking on this hard journey of writing this and putting this into actual a consistent coherent story which is also fun to read and thank you for coming on and sharing this on the service design show thank you mark thanks for having me and thanks everybody's been listening to us today good luck spread the love I really hope that you enjoyed this conversation and that it got you interested to read the full book if you want to get your hands on it all the links are down below in the show notes and in the show notes you'll also find the details on how you can participate in the contest to win a signed copy of the book so make sure you read that thanks so much for tuning in to the service design show my name is mark from time and I look forward to see you soon in the next video