What do design thinking and service-dominant logic have in common?

 Design thinking and service-dominant logic have in common that both involve collaborating with customers to ensure their needs are met. Design thinking is a human-centered approach to problem solving that emphasizes empathy, creativity, and experimentation. Service-dominant logic is a framework for understanding value creation, which focuses on the exchange of services between two or more entities. Both concepts share the following principles:

Value is co-created by the provider and the customer in the context of use. The provider does not deliver value, but rather offers value propositions that the customer can accept or reject. The customer is an active participant in the value creation process, not a passive recipient of goods or services.

The customer is the ultimate judge of value. The provider cannot determine the value of the offering in advance, but rather has to understand the customer’s needs, preferences, and expectations. The provider has to engage with the customer in an ongoing dialogue and feedback loop to ensure that the offering meets or exceeds the customer’s expectations.

The offering is a holistic solution that integrates goods, services, and experiences. The provider does not differentiate between tangible and intangible products, but rather offers a complete solution that addresses the customer’s problem or opportunity. The provider has to design the offering in a way that delivers a positive customer experience and enhances the customer’s well-being. References:

Exploring Overlaps and Differences in Service Dominant Logic and Design Thinking

Service-Dominant Logic: Key Principles and History

Service-Dominant Logic and How It Reframes Our Business Operations

The New Paradigm: H2H Marketing