A New Perspective on Risk, Failure, and What Really Matters / Alberta Soranzo / Ep. #232

Service Design Show

Everyone wants change, just not for themselves…

I remember a great experiment we used to do back in my agency days.

At the start of a workshop, we'd ask everyone to put on a prop.

It could be a hat, a pair of oversized glasses, or even a superhero cape. After some initial laughter, everyone usually played along.

But the interesting part wasn't putting the props on. It was what happened in the minutes that followed.

As we started the "official" program, the first person would quietly take their prop off.

Then a second would follow, and so on. At no point had I instructed them to stop wearing the props, yet, one by one, they always did.

It was a powerful way to confront the group with the strong pull towards conformity.

Towards the default mode of doing things. Towards getting back in line.

As service design professionals, we know that to create meaningful change, we have to challenge the way things are currently done.

But doing anything outside the status quo is inherently risky, especially when the incentive structures in our organizations are set up to reward those who play it safe.

To break free, you need a magic ingredient: courage.

But how do you build this courage?

And why would you risk your career when it’s so much easier to conform?

Those are the big questions we explore in a fascinating conversation with Alberta Soranzo. As you'll hear, Alberta has lived these questions.

She shares powerful stories about what it takes to create change.

From convincing a client to choose a risky, unknown path over the safe bet, to the surprisingly profound impact of a personal choice about her own hair.

We also get into what it really means for leaders to provide ‘air cover’ for their teams and how you can find the courage to challenge the system even when you feel powerless — without burning yourself out in the process.

I'm confident that you’ll walk away with some unique insights from this honest conversation about leadership, courage, and taking risks.

If you've been following along with the past few episodes, I think you'll start to see a clear pattern emerging.

When multiple guests, independently of each other, touch on the same topics, it's probably something we should all be paying more attention to.

Enjoy the conversation and keep making a positive impact.

Be well,

~ Marc

--- [ 1. GUIDE ] ---

00:00 Welcome to Episode 232

05:00 Why Courage is Key for Organizational Magic

09:30 Two Business Breakthroughs

15:00 The "Change" Illusion

17:30 Signals of true organizational change

22:30 What triggered the landslide

26:00 Inspiration: Oreo hair

29:00 When Leadership Means Role Modeling

32:00 Reframing Workplace Urgency

35:00 Identity Shift: Your Job Isn't Your Whole Self

39:30 Transformation of "my work does not define me, it's part of me"

44:00 vulnerable act vs the real act

46:00 Alberta's Role: Cultivating Team Excellence

49:00 Navigating Resistance

52:45 Learning from corporate rebels

53:45 The Power of organizational empathy

55:00 Empathy for the System

59:00 Courage in Future Generations

1:01:00 Struggle of helping our kids shaping the world

1:02:30 Question to ponder

1:05:00 Resources

--- [ 2. LINKS ] ---

• LinkedIn - http://linkedin.com/in/albertasoranzo
• Website - https://albertasoranzo.com/
• BlueSky - https://bsky.app/profile/albertas.bsky.social
• Good to watch - The Playlist on Netflix

--- [ 3. CIRCLE ] ---

Join our private community for in-house service design professionals.

⁠https://servicedesignshow.com/circle

---[ 4. FIND THE SHOW ON ] ---

• Youtube ~ https://go.servicedesignshow.com/232-youtube
• Spotify ~ https://go.servicedesignshow.com/232-spotify
• Apple ~ https://go.servicedesignshow.com/232-apple
• Snipd ~ https://go.servicedesignshow.com/232-snipd