 A question that I get a lot is how do you convince people that service design is a thing which is good for customers and for business. And what I often see happen is that people try to make a lot of logical arguments for why this is the case. Basically they're trying to convince somebody why they should pursue service design. Although I get it why people think that makes sense but in all of cases quite ineffective. If you think about for instance any other thing like things you might pursue, let's say a diet, a paleo diet, you don't get into a paleo diet, you don't get excited about it like from day one. If you're not into a healthy lifestyle, a healthy living, those kind of things you probably won't be interested in a paleo diet no matter what somebody says to you. So stuff like that grows on you, it has to be in your field of interest. Now how do you do that? Usually it happens through very small experiences. You do things, you re-things, you hear things and then it grows on you and I think what service design is exactly the same. I'm not sure why we're stepping over it but service design has to grow on you. You have to build trust, you have to build confidence with the methodology with the mindset. But asking somebody who isn't familiar with this to accept it and understand it from an explanation in just an hour or even less, I think that's quite far shot. So I would say how to get people excited about service design, how to get buying for service design. It's all about taking small steps, letting service design grow on somebody. So think about what kind of experiences you've had that helps you along your way again to build your confidence in service design. And maybe the biggest problem is that we're impatient. We're so in love with this, we're so convinced that this works and we want everybody to feel that way too. But we forget that we took probably a pretty long route to get here as well. We didn't learn this in an hour or an afternoon. So convincing people, getting people excited about service design, take small steps, let people experience things and have patience.