![Ying Joe Zhou](https://www.service-design-network.org/images/116x116/0.1sr47l2qr18-Portrait-jz-201901-q.jpeg)
In today’s modern, complex business world, it’s not enough for service designers to only focus on delivering the concept of a new service – they must also address its implementation. This article describes an easy-to-understand and intuitive model for doing so, based on Joseph Campbell’s ‘Hero’s Journey’.
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