Selling Service Design with Confidence

Grow the demand, increase the value perception and raise the resources you need to make real impact.

You’re excited about Service Design

You see how a company and its customers can benefit from it. You’re all ready to help them. There’s just one tiny problem...

Your client doesn’t get it! They’re not “buying it”.

Let’s face it... not a lot of people really understand services and even less people understand design. Which makes selling service design... well, pretty darn difficult.

Before we continue let me know if this sounds like you?

  • You’re struggling to explain service design in plain English without dumbing it down.
  • You know for sure that service design creates value but can’t prove it with hard numbers.
  • You’re tired of being seen as “the creative” one who doesn’t have a voice in the strategic decisions.
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    You’re unable to convince clients to do proper user research as everyone is busy running the daily operation.
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    At times you feel like you’re the only one in your organisation fighting the battle for more customer centricity.

All in all you feel that you’re not making the impact you could.

And on top of it all, you’re asking yourself am I doing it right?

So What!?

If you’re not able to communicate the value of your work it really limits your ability to create change.

As a service designer you should know where you stand and take control of the situation. Because if you don’t, you’ll end up having little or no impact. No matter how good you are.

If you’re ready to have a greater impact on business and the life of customers then I’ve got something exciting for you.

What If You Could...

Effectively communicate the value of service design

Get clients to invest in user research

Show the short and long term business potential

Turn the fear of management into curiosity to explore

When service designers step up their game and become more aware of the value they create, everything changes!

We're good at talking, getting better at doing, we need to be great at selling.

Alex Nisbett (Strategic Design Director at Designit London)

Meet the Selling Service Design with Confidence course

I set out to build this course in order to educate and empower service designers to be more confident and knowledgeable in a business environment.

Because you quickly realise that creating the perfect customer journey map, persona or service blueprint isn’t the hard part. The hard part is getting clients to understand the value of what you do.

So, let’s build a stronger business case for service design.

The Selling Service Design with Confidence course isn’t a collection of generic lessons and abstract models. It’s build around real life case studies of what practitioners actually do.

Everything you learn during the course will help you get results the very next day.

Once someone has had experience hands-on with Service Design they are usually onboard with the approach for a long time, but the hardest part of doing Service Design today is to get to the point to get to do that first project.

Fabian Segelström (UX director for digital channels Länsförsäkringar)

Here is what you get when you sign up today

Everything you need to build a convincing business case for Service Design




The course consists of 20 detailed lessons which are packed in bite sized videos. Every lesson contains actionable steps and builds upon what you’ve learned. Each lesson is designed to help you get clients and do better service design projects.




Do you wonder how other people deal with all the challenges related to selling service design? Well, that's exactly why we have these live group coaching sessions every two weeks. You'll see that you're not alone on this journey!




A private Facebook group where you’ll meet like minded peers who share their concerns, doubts, best practices and success stories. Through this community you’ll get help, inspiration and won’t feel lonely as a service designer ever again! And it's a place where you can ask me question.

Explain Service Design in a way that clients understand and value.

​Inside The Course

The lessons in the course cover the following topics


Crafting your story

  • Learn how to explain service design in a way that clients actually understand.
  • Discover what it takes to make clients curious to learn more about what service design can do for them.
  • Do all of this without overcomplicating things or using jargon.


Understanding Their Story

  • Uncover the real priorities of your client and drastically change the perspective on service design from a nice to have into a must have.
  • Learn how to speak the language of your client, deeply connect with them and earn a seat at the table where decisions are made.


Building The Business Case

  • Learn what it takes to convince yourself and your client that service design is an investment that makes sense from a business perspective.
  • You will get a step-by-step plan on how to use cost and growth drivers to deal with clients that ask for hard numbers.


Overcoming Fears & Objections

  • Learn how you can prevent that projects get stranded before they have begun.
  • I’ll show you how to turn fear of the unknown into curiosity to explore and help to move projects forward.


Expert Guest Lectures

  • Daniel Ewerman has run Transformator Design, one of the most successful service design agencies in Scandinavia, for almost 20 years. In this guest lecture he shares what it takes to sell service design as an external agency.
  • Luka Baranović has setup an internal service design department of over 300 people. He shares his secrets on getting internal stakeholders to buy into service design.

This course could help sellers understand and connect to the needs of buyers, while also building greater understanding of the value they're offering in the form or service design.

Jamin Hegeman (Head of Design, Financial Services at Capital One)

But There Is Even more!

Some call these bonuses but I see them as ways to supercharge your learning experience.


To help you get the most value out of this course I'll get on a 1-on-1 call with you and help to tailor the learning experience to your specific situation.


You earn a Course Certificate once you complete the course. It shows the dedication and commitment you have in taking your service design skills to the next level. You can highlight it on your resume, CV, LinkedIn profile or your website.


Jump right back into the lessons and get a specific piece of knowledge when you need it. Even when you’ve completed the full course. Lifetime access also means access to all future updates, bonus lessons and guest lectures!

So, who's teaching this course?

Hi, I'm Marc...

When I entered service design back in 2006 I was immediately hooked. I felt this had magic potential to change the world.

The last 12 years have been an amazing journey in which I helped many inspiring companies to design services that put a smile on the face of their customers, that their employees are truly proud of and that are good for business.

Building communities where people that want to deliver world class work get together is my second nature. In the early days as a founding member of the Dutch Service Design Network chapter and more recently as the host of the largest YouTube channel dedicated to service design.

I believe that the positive and optimistic mindset of design has the power to transform our society. My mission isn't just to help you put people back at the heart of every organisation, it's to empower you to lead this change.

Don't Just Take My Word For It

Service Designers like YOU have stepped up their game, did the work and are seeing the results!


The course helped me beyond Service Design. I loved it!


Baeza Menz


Like a beacon, this course guided me forward when I was facing these challenges.




I learned so much by listening to colleagues from around the world who share very similar challenges.



Frequently Asked Questions

Here are the answers to some common questions regarding the course.

When does the course start and END?

The course starts right after you've enroll and finishes whenever you're done with all the lessons.

I'm new to service design, will I still benefit from this course?

Absolutely! The course provides a great start, as it helps you understand and communicate the value of service design. I have students coming from very different backgrounds, like UX, graphic design, and change management.

Can I do the course at my own pace?

Yes, after you sign up you'll have immediate access to all the course material. So you have the freedom to go over the lessons whenever it suits you.

How much time should I set aside?

On average students invest somewhere between 30 to 60 minutes per lesson. So if you'd like to finish the course in 6 weeks you should set aside somewhere between 1.5 and 3 hours per week.

How long do I get access to the materials?

Forever! The course doesn't expire. You'll get lifetime access including all future updates.

Is selling also relevant for internal teams or public sector organisations?

For sure! You might not be selling it to an external client, but instead to your CEO, your manager or your colleagues.

What if I can't attend the live group coaching sessions?

No problem! Every group coaching session is recorded so you can watch it at a later moment.

What if I can't afford the full payment?

You can choose to use the payment plan option, which breaks the one-time payment up into 3 smaller monthly payments.

What if I want a refund?

The course comes with a no questions asked 30-day money back guarantee. If you're not fully satisfied simply reach out to me and I'll personally refund your enrolment it.

I have a different question

No problem, just send an email to or connect with me on LinkedIn and I'll get back to you as soon as possible.

This Course Is Perfect if You Are...


From an adjacent field like UX, graphic design or marketing and want to make your existing clients see the added value of service design.


But you never considered how to actually sell it and now are looking for something that will help you tell a consistent story that clients understand each and every time.


Who is looking for ways that will help you to convince your co-workers, manager and CEO more easily of the importance of service design.

Looking for a way to be more impactful as a service designer and want to get up to speed fast with high quality content that you know is going to be truly helpful.

We've known for a while now that designers need to level up in their business thinking. Selling is part of business and it's a skill every designer can and should learn.

​Lauren Currie (Head of Service Design at The Good Lab)

Stop Missing Out On Business Opportunities

Join the course and learn how to get clients as excited about Service Design as you are!


Contains all the essentials


  • Lessons and Exercises
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    25+ Worksheets
  • Group Coaching
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    Private Community
  • Personal Intake Call
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    Certificate of Completion
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    Expert Guest Lectures
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    4 hour 1-on-1 Coaching


The full course experience


  • Lessons and Exercises
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    25+ Worksheets
  • Group Coaching
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    Private Community
  • Personal Intake Call
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    Certificate of Completion
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    Expert Guest Lectures
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    4 hour 1-on-1 Coaching

Or click here to use the payment plan for 3 monthly payments of €197.


Go one step further


  • Lessons and Exercises
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    25+ Worksheets
  • Group Coaching
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    Private Community
  • Personal Intake Call
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    Certificate of Completion
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    Expert Guest Lectures
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    4 hour of 1-on-1 Coaching

100% satisfaction guarantee

Secure payment

Want to join with your team?

You've got a special offer when you join the course with 4 or more people. Make sure to get in touch and learn what is possible.

30 Day No Questions Asked Money-Back Guarantee

While I'm positive that you’ll love the course, I know it does not always work out. That's why you can take the course for a test drive and if it doesn't turn out to be what you expected just let me know within 30 days of your initial purchase and I'll happily refund your full enrollment. No questions asked!

A course like this helps to bridge that last, but large gap between design and business.

​Marcus Lui (Group Design Director - Fjord)

If you think that selling is not your job... that if you just focus on producing great work it will eventually sell itself... then you're missing out on a lot of opportunities to do good.

But if you’re ready to take control and want to have greater impact on people and business then this course might just be the thing you need to reach the next level.

You're covered by our 30-day money back guarantee. No risk, no questions asked!

Copyright 2019 - Service Design Show