This is a must-read for anyone trained in traditional processimprovement or business architecture. In surprisingly clearlanguage this book lays out the essentials of service thinking,and how the service paradigm transforms the way in whichorganizations innovate on behalf of their customers. It shiftsthe focus from product to experience, from one-sided productionto co-creation of value, from the simply measurable tothe emotional. I intend to buy a copy for every member of myteam-Dart Lindsley, Cisco Sr. Manager of TransformationPlanning and AnalysisThis book will introduce you to Service Science, Managementand Engineering (SSME)-a term introduced by IBMto describe service science, which is the application of science,management, and engineering disciplines to tasksthat one organization beneficially performs for and withanother. The authors detail the disciplines, principles, insightsand tools of SSME that are now ready to transitionto the mainstream business world with transformativeeffect. They coin the new term "e;Service Thinking"e; to communicatethis mainstream business transformation. It includes expository case histories of the servicethinking-based transformation of familiar businesses, illustratingthe seven principles of service thinking, withcompelling examples and clear direction for application.