Service Design Book Club with David Dunne, Chris Ferguson and Paolo Korre
David Dunne, Chris Ferguson, and Paolo Korre are our guest speakers for the online book club event in November.
Book: Redesigning Value: A Practical Manifesto for Designers and Organizations
Co-authors: David Dunne, Chris Ferguson, and Paolo Korre
Chapter for discussion: Chapter 5: The Business Model Bind. You can download a PDF (6 pages) of the chapter here.
The Business Model Bind is the fundamental conflict where designers are expected to create value for users and society. Still, the dominant business model demands value extraction—prioritizing efficiency, revenue maximization, and short-term profits over user experience.
The chapter presents the business model bind as a design challenge for service design leaders and practitioners, helping organizations achieve better long-term business outcomes and improve user experiences while remaining profitable.
Join us for an engaging conversation with David, Chris, Paolo, and fellow service design enthusiasts!
Event details
Date: Friday, November 7, 2025
Time: 11 am to 12 pm (EST) | 5 to 6 pm (CEST) | Time zone converter
Location: Online event
Agenda
Introductions - 5 minutes
Overview of the book by David, Chris, and Paolo - 20 minutes (will be recorded)
Conversations with the co-authors - 30 minutes
Note: The Zoom link will be shared with participants after registration.
About the guest speakers
David Dunne
Senior Lecturer Emeritus, Marketing, Rotman School of Management
David Dunne is a Senior Lecturer Emeritus of Marketing and Co-Director of Rotman Teaching Effectiveness Centre.
David is an award-winning educator, holding the President’s Teaching Award at the University of Toronto and the 3M National Teaching Fellowship.
He has taught and directed several executive programs on marketing, innovation, and strategy worldwide. David consults in strategy and marketing to leading companies. He is regularly quoted in the media on marketing strategy, advertising and related issues.
His research interests include management education, creativity and problem solving and health education in developing countries.
Chris Ferguson
Founder, Bridgeable; Director, iSchool Institute; Adjunct Professor of Design, University of Toronto
Chris Ferguson is an internationally recognized expert in service design and design strategy. As the founder of Bridgeable, North America’s largest and most awarded service design firm, Chris leads a highly skilled multi-disciplinary team delivering projects to corporate, NGO, and government clients.
He works with organizations to connect deep human insight with integrated, value-generating customer experiences.
Chris has worked across multiple sectors which include healthcare, pharmaceuticals, financial services, telecommunications, consumer goods and government on service and organizational design projects.
Paolo Korre
Director, Design and Innovation, Medavie Blue Cross
Paolo Korre is Director of Design and Innovation at Medavie, where he has spent over 15 years leading teams to rethink services and experiences in the health and insurance sectors.
A seasoned strategist and design leader, he has worked with organizations such as SE Health, Sun Life, Mount Sinai Hospital, and the U.S. Veterans Health Administration to drive system-level transformation.
Paolo lectured and taught design in university programs and health institutions across Canada and the U.S. His work bridges strategy, creativity, and systems thinking to tackle complex challenges in care delivery and organizational change.
He holds both an MBA and a Master of Design from the Institute of Design at the Illinois Institute of Technology in Chicago.
About Service Design Book Club
Please read about our first meet-up on Medium, visit our website, and follow our LinkedIn page or LinkedIn newsletter for information about the upcoming events.
If you have any questions before our meet-up, please feel free to send them to [email protected].
Code of Conduct
Service Design Book Club is dedicated to providing a harassment-free event experience for everyone, regardless of gender, gender identity and expression, age, sexual orientation, disability, physical appearance, body size, race, ethnicity, religion (or lack thereof), or technology choices.
We do not tolerate harassment of event participants in any form.
We value your attendance!
(This document is licensed under a Creative Commons Attribution 3.0 Unported License.)