Every movement needs two things, an enemy and a burning desire to change the status quo of something you see needs changing. Here is how I think Barbara Minto who wrote the hideously expensive but still great value book The Pyramid Principle, would approach how to sell the value of Service Design. It is designed to short.
The structure is as follows:
You should nod with agreement with the core fact of each page, if not, lets call this a Prototype and build to learn as they say. I welcome your thoughts.
click here to see the presentation on Slideshare.net or cut and past the link below.