Driving Servitization Since 2011

We hyper-focus on B2B as-a-service transformations. Our passion, process, platform and people embody servitization.

Core Values


What we say is what we do.


Deliver value against specific outcomes.


Celebrate the humans and the results, together.


Make it real. There’s more to services than “digital.”


Make and improve something. Always.

Leadership Team

Our Passion for Servitization Drives Us

Patrick McGowan – CEO & Founder drove successful servitization of enterprise software at IBM before founding The Service Design Group and is a recognized MBA + Design thought leader with over 20 patents in software and user experience.

Shaun McAndrew – VP Business Development and Client Engagement honed her leadership skills as a helicopter pilot and Commanding Officer in the U.S. Navy before diving headfirst into conveying the stories that build business relationships and create as-a-service transformations.

The Sponsory by The Service Design Group provides business model innovation to high-potential early stage ventures. We do this to give back and help shape the future.

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Servitization ShortsTM is a recurring live stream:video cast series providing actionable insights and candid reflections on the challenges and rewards of servitization.

Watch the Latest Episode

The Cohort is a unique collaboration with Anchor RTP to provide individuals who serve in our armed forces opportunities to bridge vital skills honed in military service to the corporate world.

More About Anchor RTP

A History of Excellence

An unyielding commitment to servitization doesn’t happen overnight. It takes passion, process and a vision for how might we deliver service transformations as-a-service.

Our Servitization Journey

Blast off! The Service Design Group launches.


The Service Design Group pioneers
B2B service design in the U.S.


Forrester Research recognizes us as 1 of 35
true service design firms in North America


Creates proprietary process
Service Path™ Transform to drive customer
co-creation of servitization concepts


Develops proprietary tools:
Service Sketch™ + The Big Picture™
+ Service Mind™


Disrupts traditional engagement
models by offering guaranteed results
against fixed-price deliverables


Introduces Real Service Design™
methodology for creating business results
with service innovation


Launches Service Path™ — the
world’s only platform for B2B service
innovation and portfolio management


The Service Design Group continues
to disrupt traditional engagement models
with an as-a-service monthly subscription


Service Path 3.0 introduces
new tools and IDEA-3DTM despite
the COVID-19 global pandemic


Announces The Sponsory to support
early stage ventures, launches
Servitization ShortsTM and the
Discussions in Servitization series and
creates The Cohort in collaboration
with Anchor RTP

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Join other industry leaders who subscribe to a proven approach to drive their servitization agenda and as-a-service transformation.