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Brandon Schauer at Service Design Drinks

Tonight we kicked off service design drinks 2012 strong with Brandon Schauer doing a repeat performance of his keynote talk from the Service Design Network Conference: The Business Case for (or Against) Service Design (PDF 19.7 MB).

His provoking talk identifies a huge imbalance of spending, where many more billions go to advertising (telling people how great the service is) and much less goes to actually making the service great. This leads to what he calls the service anticipation gap, or SAG.

He also taks a stab at identifying who is actually designing services in the US. The most likely answer: they’re being designed ad hoc by “the organization.”

Looking at this slide, my theory is that future service design teams will be working closely with the folks above.

From my sketchbook

Brewing Chocolate Maple Porter

The day after bottling my first batch of beer, I cooked up another. This time, I decided to make a chocolate maple porter from the Brooklyn Brew Shop Beer Making Book. While you can buy the mixes from the Brooklyn Brew Shop directly, I visited my local brewing supply shop, Brewcraft, to get the ingredients. 

I walked in with my list, told the man what I needed. He measured everything for me, and then milled the grains.

“What percentage of alcohol are you shooting for?” he asked.

“6.5% I think,” I said.

“How much beer are you making?”

“One gallon.”

A look of confusion. Then understanding. “I guess that makes sense. Typically people make five gallons. And with what you’ve got here, you’d end up with a 1% beer.”

One thing he recommended with the amount of grains I had was to use a cheesecloth. As this would eliminate the need to separate the grains from the wert, I decided to give it a shot.

The cheesecloth worked just fine. The only issue was squeezing the 150 degree wert from the ball.

Overall, it did make things a bit easier, and I was left with a beautifully colored wert. But I felt somewhat unsatisfied with the cheesecloth compared to a full pot of unadulterated mash. So I might forego it next time.

Other than the cheesecloth, the process was the same as my first batch, with a couple changes to supplies. First, I bought a larger measuring cup and larger funnel. Second, I bought One Step to replace the C Brite that comes with the Brooklyn Brew Shop kit. I felt a lot more comfortable with the One Step, as it didn’t have all the warning that C Brite comes with, and it was no rinse. Also, the Brewcraft clerk assured me it was fine to stick my hands in it.

After four hours of brewing, I had another batch. My porter will hang out in a cabinet till it’s ready for bottling in two weeks.

Go yeast!