Designing meaningful excellence: An invitation to reflect

Photo by Aron Visuals

Lately, I’ve been thinking about some companies we often admire—McDonald’s, IKEA, Southwest Airlines, Apple, Starbucks, LEGO, Nordstrom. What is it that seems to set them apart? Beyond their financial results or customer loyalty, there’s something about how they hold onto a clear purpose, a distinctive way of working, and a thoughtful approach to choices—both what they embrace and what they consciously leave behind. It makes me wonder: how do they keep their focus steady enough to sense and respond to shifting customer expectations in an increasingly uncertain world?

For mid-sized service providers navigating complexity, this raises a question worth exploring: How do meaning and impact take shape in our work? Is it something that happens, or can we intentionally cultivate them through simple, guiding principles that help us understand where we’re headed?

At the same time, I recognize the unique challenges midcorp organizations face—balancing the need to innovate with operational realities, managing limited resources, and responding to competitive pressures without losing sight of long-term purpose. These constraints often make it tempting to jump quickly to solutions, but perhaps there’s value in pausing to reflect and explore before acting.

In conversations with senior leaders and change professionals—those who are often the stewards of culture and the architects of change—three ideas frequently emerge as helpful touchstones on the journey toward meaningful service innovation:

Human-Centeredness: What Does It Mean to Understand Truly?

What if we approached service design as a process and a practice of deep listening—to customers, stakeholders, and the broader context? How might our work change if we focused less on assumptions and more on discovering the higher goals and real motivations behind our services? This human-centered perspective invites us to consider how our collective knowledge and networks might more meaningfully serve clients and society.

Data-Driven: How Do We Make Sense of Complexity?

In a landscape overflowing with data, the challenge isn’t just gathering information—it’s about weaving together different data sources and technologies in ways that reveal new possibilities. What does it mean to be truly data-driven in a way that supports thoughtful decision-making rather than reactive moves? Perhaps it’s about creating a clear direction that helps us navigate complexity with intention.

Sustainability: What’s Our Role in the Bigger Picture?

Meaningfulness often calls us to look beyond immediate outcomes—beyond service delivery or revenue—to consider our impact on the world. How might we think about sustainability not as a separate agenda but as an integral part of what it means to be valuable? What does it look like to contribute to a fairer, more resilient society through our services?

Leading Through Reflection: What Are You Noticing?

As senior leaders and change professionals, you hold a unique role in driving initiatives and shaping how your organizations make sense of complexity and uncertainty. What patterns or questions are you seeing in your work? How do these ideas resonate with—or challenge—your current approach? Sometimes, stepping back to explore and reflect together can open new paths.

These reflections are part of an ongoing conversation. I'd welcome the opportunity to connect if you find yourself curious to explore these themes further—whether through shared insights or dialogue. After all, meaningful change often begins with a simple question and a willingness to listen.