The title was coined by Lord (John) Bird, the campaigning founder of the Big Issue street sheet for the homeless when he saw the work of service design students at the Royal College of Art. His foreword explains how he redesigned his thinking and his own life. 

The book is aimed at leaders and managers in business and the public sector, as well as those who are or wish to become designers and each chapter concludes with advice for both.

 

“Clive brings such humanity and warmth to this subject. It should not only be on all designers' reading lists, it should be part of the school curriculum." 

Minnie Moll, CEO of the Design Council

 

“Clive Grinyer has pioneered design in business, public services and education, and here he is bang on target in arguing that what needs redesign is not just things and services, but rather how we think. This engaging and smart book shares many vivid examples of how new ways of thinking can help us understand and better grapple with the problems that surround us.” 

Geoff Mulgan, founder of the Demos think tank and the UK government Cabinet Office

 

“Grinyer makes a compelling case for why the services we design matter—both in everyday life and in their unintended consequences when design goes wrong. Beyond this, he invites readers to reflect on what design is, what it does, and the role it will play in shaping the lives of future generations.” 

Chris Moore, Thoughtworks