What organizations use service design in Switzerland? Very good question from Nico. And the answer is quite simple. Let me share that a little bigger with you. There is a service design network here in Switzerland. They made this lovely representation of this lovely map, which shows the most important companies that are either teaching service design or are consultancies or are offering services around this topic.

So what we see is Just with this picture, there is a lot of people. There are obviously the kind of usual key players, companies like PVC, Fjord, the big ones. Then you have the big universities. Obviously I'm totally biased. I love the Lucerne University that you might see on the left part of the screen because that's where I was Brought to service design and it's also where I from time to time go back to teach and coach students.

But you see there is a lot here. But this picture doesn't tell everything and I think it's the same not just for Switzerland but for many. countries. Because there might be way more than you think. And why is this the case? Because service design is a mindset that has many names. Some people might call it, Oh, it's called custom experience.

Other call it UX with a twist or whatever. But what I mean with that is that basically There is there are a lot of companies that are doing service design in your own country, but that maybe don't call it like that because in your country, that's not the fanciest word to use to attract new clients.

So there is a lot of of people doing this in Switzerland. You can see that map, obviously then in the email you'll get or in the notes below,