Thanks John. I didn't mention digital because I don't think service design is platform agnostic. Having a long background in digital I would say that great digital designers would need to use service design methods, but I wouldn't necessarily call them service designers. I think the digital industry has done an excellent job at appropriating the label service design primarily, I think, because it is easier and sexier to sell than digital strategy.

I agree with you about the whole service or system. But when we designers allow service design to be defined as research or digital it holds us back. That was the point of the post!