Use verbs to describe services

A service is not an object, a thing, or *shudder* a technology.
A service is an action, an activity, and the people who perform or deliver it.

A service is active not passive.

So consider using verbs to describe your services:

    Instead of "managed desktop" try "manage desktop".
    Instead of "SAP" try "hosting SAP"
    Instead of "data warehouse" try "stewarding the data warehouse" or at least a role "custodian of data warehouse".

You will remind customers that service is about doing. You will focus them on what value you provide not what thing they get.

And you will remind yourselves.

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