in business, most creation takes place by using ‘waterfall’ models. No iterations, no recreation. http://en.wikipedia.org/wiki/Waterfall_model
Designers had other ideas about creation, and started to show iterative creation models. Especially software development changed by this, now the term ‘design’ starts to be very popular.
Most aspects of ‘service design’ are very common and simple. But they still go wrong in many places. Most organizations behave like idiots.
If something is ‘successful’ the word is used too many times. HR departments are still looking for someone who is an ‘out of the box thinker’, even if they want a zomby. Production organizations call themselves Lean, even if they are not and they don’t want to be. Now organizations call themselves Agile…