"Pinheiro will inspire you to think differently about business,
design, education, and - perhaps most importantly - the way you
work every day."
- Kerry Bodine, co-author of Outside In: The Power of Putting
Customers at the Center of Your Business
"In this book, Tenny offers some extremely valid and hard-hitting
criticism regarding the ideals surrounding the dictate of building
a Minimum Viable Product. Agreed on many fronts but I found his
reinvention of these principles when applied to the service
industry to be extremely insightful. The concept of a Minimum
Valuable Service is unique, new and sets goals intended to deliver
maximum value with measurable results.This is a must read for
anyone in the global innovation economy."
- Rick Rasmussen, NestGSV. International Business development.
A practical guide to integrate Design and Lean Startup.
This book is a practical guide that explores how startup
entrepreneurs and business leaders, who hold no Design degrees, can
integrate Service Design into their development cycles in order to
create sustainable, desirable and profitable new services.
In the first part, Tenny explores the reasons why startups need to
move away from the "make and sell" industrial logic we've been
exploiting over the last century. To take its place he proposes a
new service oriented mindset that carries the idea of "learn, use
and remember" users' journeys. He also discusses the challenges our
industrial society is facing and how the combination of design with
a service oriented mentality can be key to help new and existent
businesses make this shift.
In the second part, he will take you on a journey through the MVS
- Minimum Valuable Service - model. This model can seamlessly
integrate Service Design into the Lean Startup or any Agile
development cycle. It adds the human values needed to foster
service innovations within the Lean's scientific approach. In this
part of the book you will learn tools, methods and practices that
will help you get your hands dirty with design.
At some point every adventure requires a great guide, and this
journey into the heart of the new is led impeccably by Tenny
Pinheiro. Slyly sidestepping the pitfalls of the Lean Startup
approach, he skillfully navigates us through to a deeper
understanding of the forces shaping the evolving service economy.
By trusting the wisdom of the many to help design the next phase of
business, his approach taps into an inexhaustible source of
creativity and innovation. The Service Startup is a trusty roadmap
that you will long keep by your side. As Tenny might suggest: learn
it, use it, and remember it.
- Jamer Hunt, Parsons The New School for Design. Director for the
graduate Program in Transdisciplinary Design.
"I'll admit it: I enjoy seeing someone who knows their stuff
re-assemble and improve on the work of an adjacent profession.
Tenny calls out what's lacking in the Lean Startup approach, in the
most thorough and insightful ways. In the spirit of iteration, he's
taken an existing approach and improved on it. If only all
criticism were this good. I enjoyed his delightfully nuanced views
on the world of services - how they're perceived, experienced, and
remembered - as well as his historical perspectives on the worlds
of design, business and marketing. Opinionated but also
well-informed, this is a pragmatic, human-centric take on designing
and delivering services that I'd recommend to anyone whose work
affects other people.
- Chad Thornton, Experience Designer, Airbnb""
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