What would perfect look like for a customer of a service organisation? When they place a demand for service they get their needs met. Of course you don’t ever get to perfect, but you can design for it.

Take housing repairs. In a ‘design for perfect’ the tradesman is in control of diagnosing what’s needed and determining how long the work will take; the materials are managed on the basis of materials being ‘pulled’ by the housing stock.

These are just two features of a design that moves a repair organisation up from completing as few as 40% of jobs on the first visit, to completing more than 95% on the first visit. Of course they never will get to 100%, but they have a design that leads them in that direction.

They think ‘better’ is better than ‘best’.