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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>A car clamped on the streets of Bristol by a private company appropriating the name of the UK government’s Drivers and Vehicles Licencing Agency (DVLA) as a way to ensure the owner of the vehicle pays to have their wheel un-clamped</image:caption>
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      <image:title>Writing - What is service design leadership? - Whatever type of role a service design leader does, they will be spending their time balancing the immediate need to provide short term pragmatic change with longer term work that will create better conditions for service design to thrive in the future.</image:title>
      <image:caption>Whatever type of role a service design leader does, they will be spending their time balancing the immediate need to provide short term pragmatic change with longer term work that will create better conditions for service design to thrive in the future.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://good.services/writing/trust-in-the-domain</loc>
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    <lastmod>2025-09-23</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2025-09-23</lastmod>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>What and How of Designing a service</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>Repair System logging jobs, photo from short discovery research</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>Basic interactive Typeform prototype</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>Refining the how of the service through co-design sessions</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>A cardboard prototype using Wizard of Oz techniques for an interactive museum experienced. Humans hiding behind the cardboard respond to user inputs and prompt with fake audio announcements</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>Experience Prototype setup inside a Timpsons Store</image:caption>
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      <image:caption>A staff member running the Experience Prototype</image:caption>
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      <image:title>Writing - How to ‘Test and Learn’ in service design - Make it stand out</image:title>
      <image:caption>Snapshot of user research by the team on why people weren’t claiming Free School Meals</image:caption>
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      <image:caption>Testing matches on data to auto allocate free school meals</image:caption>
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      <image:caption>Results from testing the benefits identifier</image:caption>
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      <image:caption>A support service in Craigroyston</image:caption>
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      <image:caption>Outcomes map developed with support of Evaluation Support Scotland and the local Total Craigroyston team</image:caption>
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    <loc>https://good.services/writing/closing-a-service</loc>
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    <lastmod>2025-08-01</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Closing a service - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Writing - Developing ideas for services - Make it stand out</image:title>
      <image:caption>An early idea on educating the public about nature at Loch Lomond Trossachs and National Park from a creative workshop I ran on the visitor experience and learning about nature/biodiversity (2024)</image:caption>
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    <loc>https://good.services/writing/getting-into-service-design</loc>
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    <lastmod>2025-08-06</lastmod>
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      <image:title>Writing - Getting into Service Design - Make it stand out</image:title>
      <image:caption>Stephen Mccarthy (L) and Sofia Kakembo (R)</image:caption>
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      <image:title>Writing - Getting into Service Design - Make it stand out</image:title>
      <image:caption>A snapshot of documented photographs from Sarah’s early work before she got into a ‘Service Design job’</image:caption>
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  <url>
    <loc>https://good.services/writing/6e1b8zcvqfnw67ponh8oej17a6jog7</loc>
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    <lastmod>2025-10-27</lastmod>
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      <image:title>Writing - Making the case for service design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  <url>
    <loc>https://good.services/writing/plotting-international-trips</loc>
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    <lastmod>2025-07-22</lastmod>
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      <image:title>Writing - Plotting international trips - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1722881273715-11CI8OBJQ8DOH7UJBWE4/Artboard+8.png</image:loc>
      <image:title>Writing - Can we end austerity-era service design? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e25b6620-f46b-47e4-8bfb-4e2bc151ae0e/image+of+Google+trends+showing+search+numbers+for+%27sharing+economy%27</image:loc>
      <image:title>Writing - Can we end austerity-era service design? - Make it stand out</image:title>
      <image:caption>An image of Google Trends data showing search numbers for 'sharing economy' on a timeline from 2004 to 2021. The number of searches went dramatically up in 2010/12 after the conservative government announces their 'Big Society' solution to reduce public spending</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/writing/products-vs-services</loc>
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    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a26b374b-ab7d-4823-a08a-85c01aeae062/Open+a+Bank+Account+Accountt+Service.jpeg</image:loc>
      <image:title>Writing - How products and services work together - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1709716269055-7QUQY5DG25OYHTOSG9B7/Artboard+2.png</image:loc>
      <image:title>Writing - How products and services work together - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/writing/designing-sustainable-services</loc>
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    <lastmod>2025-07-22</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/207e2e1d-63cc-4cf9-b1e9-a23d10898358/SOGS_designingsustainableservices_eventbrite_rectangle.png</image:loc>
      <image:title>Writing - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/627e3e85-088f-4db1-af9f-95cd3fe16aba/lucystewart.jpeg</image:loc>
      <image:title>Writing - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Lucy has over 10 years of experience as a researcher and strategist and an MSc in the Bioeconomy, Innovation and Governance. Lucy has worked to influence the collective practice of designers to be more climate conscious. She is an expert in designing learning spaces to support individuals and teams to adapt design methods and was the lead curator of the UK Design &amp; Climate community. Lucy led design agency Snook’s Thriving Planet team together with Ness Wright, developing subject expertise in renewable energy services and sustainable fishing. She worked as a Service Designer and Participation Lead at Adur &amp; Worthing Councils where she is led projects on nature regeneration as well as working with service managers to embed sustainability into strategy and services. As a freelance designer Lucy has contributed to nature recovery strategies and products to develop sustainable financing with NatWest. Lucy is currently at Arup where she works as a lead designer to merge service design and participation with innovation management and a heavy dose of reality in the pursuit of designing a built environment that works for people without wrecking the planet.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/68b8ed00-2263-486c-ab66-0ad80be725e2/nesswright.jpeg</image:loc>
      <image:title>Writing - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Ness is a Design Lead who has refocused her career around the climate crisis. Her work focuses on making the changes needed in response to climate change real. Ness has 15 years of experience working in service design and innovation. In 2015 she undertook an MSc in Sustainability and Adaptation and has worked in climate-related contexts ever since. From co-designing low-carbon transport services to prototyping circular service offerings for SMEs and reducing inefficient processes on UK Government services. She is a pioneer in designing for the climate crisis. She established the design agency Snook’s Thriving Planet team with Lucy Stewart and led user-centred design methods on the Scottish Government’s Climate Action Towns pilot. Ness has adapted design thinking methods to include climate impacts and published guidance, including authoring the Principles for Designing Sustainable Services and contributing case studies to the Design Council’s Beyond Net Zero Systemic Design Approach. Over the past three years, Ness has been a Senior Designer on the Climate Action Towns pilot at Architecture &amp; Design Scotland, supporting communities to take climate action at a town scale. In 2024, she joined the environmental organisation Sniffer to work on the Scottish Government’s Adaptation Scotland program. This will involve helping public services, businesses and communities to adapt to climate change and build their resilience by preparing for climate impacts.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/bad-services-are-bad</loc>
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    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/9634a79c-22ca-4aa1-81d1-fc4bd3f34fcc/F8Ks-vCWMAAlhFV.jpeg</image:loc>
      <image:title>Writing - Bad Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/dd3e3728-d720-4f8e-acf0-e82dfb3f1808/LOU+DOWNE+_+Bad+Services+_+TALK+_+23.jpg</image:loc>
      <image:title>Writing - Bad Services - Make it stand out</image:title>
      <image:caption>Bad Services List</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/5ee901f3-ac4d-4ab7-8c34-feccf9af3f9d/LOU+DOWNE+_+Bad+Services+_+TALK+_+23+%283%29.jpg</image:loc>
      <image:title>Writing - Bad Services - Make it stand out</image:title>
      <image:caption>Creating the conditions for service design is the work</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e45b99c6-63ee-41b5-929c-1765dd4f3ac2/LOU+DOWNE+_+Bad+Services+_+TALK+_+23+%282%29.jpg</image:loc>
      <image:title>Writing - Bad Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/announcing-our-five-free-bursaries</loc>
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    <lastmod>2025-07-22</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/aa324c31-977c-4792-a424-ab945486819b/schoolofgoodservicesbursary</image:loc>
      <image:title>Writing - Announcing our five free bursaries - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/plugs-on-trains-and-meeting-user-needs</loc>
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    <lastmod>2025-07-22</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/026471c5-2053-4428-bd3e-10de538cbd65/train+plug</image:loc>
      <image:title>Writing - Plugs on trains and meeting user needs - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/6290b8e3-8001-49cc-bad5-4e0aeaa119ee/Start+of+alpha+to+end+of+alpha</image:loc>
      <image:title>Writing - Plugs on trains and meeting user needs - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/89cd549b-8bde-482a-81e9-c363ce85718d/Stripe+Partners-2.jpg</image:loc>
      <image:title>Writing - Plugs on trains and meeting user needs - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/373b373e-34ef-4c1f-8684-5ab447b542a1/What+and+How</image:loc>
      <image:title>Writing - Plugs on trains and meeting user needs - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/writing/how-to-build-design-capability-step-by-step</loc>
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    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/3ddd7d3b-e878-45cf-8f64-923b94f1a141/29125938698_cf8c64f216_k.jpg</image:loc>
      <image:title>Writing - How to build service design capability, step by step - Image courtesy of Government Digital Service</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c1eca123-f0c1-4815-926a-4bd289ab8c38/Howtobuilddesigncapability_toolimage.png</image:loc>
      <image:title>Writing - How to build service design capability, step by step - Make it stand out</image:title>
      <image:caption>A free tool to help you plan building design capability</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/servicefrontiers001</loc>
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    <lastmod>2025-07-22</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1673986485229-WHJMCTZQG45KMULJH00C/SOGS_frontierheader_001.png</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/42ddc16e-92b7-4fd8-92a3-e6d8caa4c231/Friar_Bacon%27s_Brazen_Head.png</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Brazen Head by Anonymous woodblock engraver - Greene Bacon and Bungay 1630.jpg on Wikimedia Commons, Public Domain</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/3da0f30e-83b8-45ef-91c9-8006a76d1a9c/600px-%E6%96%87%E5%AD%97%E6%9B%B8%E3%81%8D%E4%BA%BA%E5%BD%A2.jpeg</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - In Japan, the art form of simulating human tasks goes back even further with the Karakuri puppet creations from the seventh century CE.</image:title>
      <image:caption>Karakuri Dolls, by Masayuki Inamasu - Own work, CC BY-SA 4.0</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/29a533f1-b7d0-48d2-a9e0-5461e831d7b0/1315px-Racknitz_-_The_Turk_3.jpeg</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Mechanical Turk By Joseph Racknitz - Humboldt University Library, Public Domain</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/db51adfd-cebd-43de-940f-1a46eac77cb6/SRI_Shakey_with_callouts.jpg</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>An image of Shakey, Stanford ‘Shakey: From conception to history’</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/169c2b4c-fa60-4111-8af0-96680a5f5c09/Screenshot+2023-01-17+at+21.49.13.png</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Do Not Pay: An example of an auto application for a refund</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c1663301-5b7d-4d85-927b-474c72dea07c/6165d8a7a593984ff561c9e9_reply+ideas.png</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Replies from Replier.AI</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/2fd8f1b5-1d9c-4cd4-8947-2753ab994401/Screenshot+2023-01-17+at+22.12.24.png</image:loc>
      <image:title>Writing - Service Frontiers 001: The Robots are coming - Make it stand out</image:title>
      <image:caption>Emily, my 'Replika' checking in with me on Replika.ai</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/essentialskillsforservicedesigners</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-07-22</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/f4978445-7442-4b83-9a4f-74248ae29d38/tSGS%2Bpunch%2Bcard-%2Bblue.png</image:loc>
      <image:title>Writing - Essential skills for service designers - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/57a99aec-4478-4ca0-ae65-579c9684baa7/artworkBecoming%2Ba%2BService%2BDesigner.png</image:loc>
      <image:title>Writing - Essential skills for service designers - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/the-problem-of-invisible-services</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/96e27fbb-76dc-46cf-aba8-4cf37a2ee9a8/9807786695_4e91476a30_o.jpg</image:loc>
      <image:title>Writing - Invisible services and how to fix them - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/School+of+good+services+red+laptop+screen</image:loc>
      <image:title>Writing - Invisible services and how to fix them - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/rwfxy0ww6d3h2dq7rthzztn67t2o91</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/680ec8df-5150-4bc1-ac10-0c5151be6e33/ET+the+video+game+by+Atari</image:loc>
      <image:title>Writing - What makes a bad service? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/4455cfed-b6d7-45bb-b796-0a184e3f3886/Screenshot+2022-08-08+at+20.43.11.png</image:loc>
      <image:title>Writing - What makes a bad service? - Make it stand out</image:title>
      <image:caption>Howard Scott-Warshaw in his temporary home office, possibly contemplating his career choices.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/what-is-a-service-designer</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/4023d088-8154-4a88-a6b7-9667b9f28e62/Screenshot+2022-06-21+at+16.59.46.png</image:loc>
      <image:title>Writing - What is a service designer? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/what-is-a-service</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/de10ebc8-e793-42ae-8f2c-396be3469961/What+is+a+Service+Lou+Downe+Good+Services</image:loc>
      <image:title>Writing - What is a service? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/efbcef85-a513-4475-b5f0-acd2c101d6e5/What+is+a+service+Lou+Downe+the+school+of+good+services</image:loc>
      <image:title>Writing - What is a service? - Make it stand out</image:title>
      <image:caption>Your service will will involve multiple teams, and often multiple organisations. For example ‘getting treatment for my health concern’ might involve the the following steps, each is provided by a separate part of the NHS</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/641bc559-0568-4ced-9ff2-7fa53b2b7353/what+is+a+service+lou+downe+the+school+of+good+services</image:loc>
      <image:title>Writing - What is a service? - Make it stand out</image:title>
      <image:caption>Your service will be a combination of the purpose of your organisation (eg. build more affordable into housing) and the thing your user needs to achieve (eg.find houses I can afford in my area)</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/446c94bf-2d32-40bf-848f-abeb5c7190f0/what+is+a+service+the+school+of+good+services+lou+downe</image:loc>
      <image:title>Writing - What is a service? - Make it stand out</image:title>
      <image:caption>Where your service starts will be on a spectrum from the thing your user needs to do, to the thing your organisation thinks about providing.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/School+of+good+services</image:loc>
      <image:title>Writing - What is a service? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/launching-the-school-of-good-services</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/01c2c3d6-6adf-4899-8a91-69d8d102b122/ezgif.com-gif-maker.gif</image:loc>
      <image:title>Writing - Launching the School of Good Services! - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/why-we-need-service-literacy-now</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e6241551-8b76-4ce0-a334-15b500a58b84/img_9453-2.jpeg</image:loc>
      <image:title>Writing - Why we need service literacy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/introducing-the-good-services-scale</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/183c3f76-8071-4fe6-aff9-24a32a870f3a/screenshot-2020-06-24-at-08.30.13.png</image:loc>
      <image:title>Writing - Introducing the Good Services Scale - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/posters-and-stickers-are-here</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/597104e8-a478-4549-b753-c3cdf6f780aa/gs_all_merch_2.jpeg</image:loc>
      <image:title>Writing - Good Services posters and stickers!&lt;/a&gt; - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/good-serviices-out-now</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/36fb8e43-2246-4ba0-afcb-65ad523a7ed3/190826-good-services-cover-mockups-red-2-sat40-blk5-vib40.jpg</image:loc>
      <image:title>Writing - Good Services out now! - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/writing/category/news</loc>
    <changefreq>monthly</changefreq>
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  </url>
  <url>
    <loc>https://good.services/writing/category/thoughts</loc>
    <changefreq>monthly</changefreq>
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  </url>
  <url>
    <loc>https://good.services/writing/category/badservices</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://good.services/writing/category/guide</loc>
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  <url>
    <loc>https://good.services/school-old</loc>
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    <priority>0.75</priority>
    <lastmod>2025-06-30</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/62e71916-7862-4aad-a488-aa448e2815b8/Designing+Good+Services</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/89e01c6b-5042-4f22-a797-b3c8c4d69926/writing+business+cases+for+service+design+yellow+abstract+graphic</image:loc>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/3d8e7834-e0bd-4201-ba50-fe1382ce9623/Stakeholder+leadership</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/016511a2-56df-4fbe-b2c4-21ff220d3b72/SOGS_designingsustainableservices_web_rectangle.png</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1653408331687-RWRNFT474AMGL6QLSTT3/Becoming+a+Service+Designer</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/f05ed4d4-8bd9-4e7e-b788-bff76947ae7b/tSGS+zig+zag-+blue.png</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/7de2d9a0-5b73-4a0a-915e-77ceb30b5daf/good_services_logo_wall_2022_yellow-35.png</image:loc>
      <image:title>School - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/designing-sustainable-services-june24-9a8ng-hesna-zm4d6</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-12-03</lastmod>
    <image:image>
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      <image:title>School - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p-5zlwm-8w546-casx2</loc>
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    <priority>0.5</priority>
    <lastmod>2024-10-29</lastmod>
    <image:image>
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      <image:title>School - Agile Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p-5zlwm-8w546-jl2nw-r7hn7</loc>
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    <priority>0.5</priority>
    <lastmod>2024-10-29</lastmod>
    <image:image>
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      <image:title>School - Agile Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-5zmf6-2dgs6</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-02-11</lastmod>
    <image:image>
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      <image:title>School - Designing Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-5zmf6-pjcg5</loc>
    <changefreq>monthly</changefreq>
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    <image:image>
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      <image:title>School - Designing Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-5zmf6-aflt3</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-01-16</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/fd7a2958-726d-42c1-b98a-f2e979b44a9b/artworkDesigning+Good+Services.jpg</image:loc>
      <image:title>School - Designing Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-5zmf6-zrwc7</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-10-29</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/fd7a2958-726d-42c1-b98a-f2e979b44a9b/artworkDesigning+Good+Services.jpg</image:loc>
      <image:title>School - Designing Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-c6r3h-x8z44-fhbk4-j5h8n-8l5dn-7ys5e</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-10-29</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/da5783b8-b8f0-45b1-8321-253c102a9621/artworkstakeholder+leadership.png</image:loc>
      <image:title>School - Stakeholder Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-c6r3h-x8z44-fhbk4-j5h8n-8l5dn</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-03-24</lastmod>
    <image:image>
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      <image:title>School - Stakeholder Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-c6r3h-x8z44-fhbk4-j5h8n</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-10-29</lastmod>
    <image:image>
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      <image:title>School - Stakeholder Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/making-the-case-for-service-design-feb-2025</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/61f6c8de-f0ff-4090-a4d5-bde5cc55e083/SOGS_Making_The_case_for_service_design.jpg</image:loc>
      <image:title>School - Making the Case for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/making-the-case-for-service-design-june-2025</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/61f6c8de-f0ff-4090-a4d5-bde5cc55e083/SOGS_Making_The_case_for_service_design.jpg</image:loc>
      <image:title>School - Making the Case for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/making-the-case-for-service-design-oct-2025</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/61f6c8de-f0ff-4090-a4d5-bde5cc55e083/SOGS_Making_The_case_for_service_design.jpg</image:loc>
      <image:title>School - Making the Case for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p-5zlwm-kmnza-ystmc</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c2986512-9e4c-47c5-a1ca-c1e3a8fbdbfe/SOGS_Leading_service_design.png</image:loc>
      <image:title>School - Service Design Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p-5zlwm-kmnza</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c2986512-9e4c-47c5-a1ca-c1e3a8fbdbfe/SOGS_Leading_service_design.png</image:loc>
      <image:title>School - Service Design Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-zez9l-rxctd</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/writing-business-cases-for-service-design-july-dxntg-5y53c-lp536-llkhc</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-03-13</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a058f5a8-b122-457e-a035-f42b58723966/artworkWriting+business+cases+for+service+design.png</image:loc>
      <image:title>School - Writing Business Cases for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-4h6nl-gyabe-75m3b</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-01-11</lastmod>
    <image:image>
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      <image:title>School - Scaling Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  </url>
  <url>
    <loc>https://good.services/school-old/designing-sustainable-services-june24-9a8ng</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-01-08</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/207e2e1d-63cc-4cf9-b1e9-a23d10898358/SOGS_designingsustainableservices_eventbrite_rectangle.png</image:loc>
      <image:title>School - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/designing-sustainable-services-june24</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-01-08</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/207e2e1d-63cc-4cf9-b1e9-a23d10898358/SOGS_designingsustainableservices_eventbrite_rectangle.png</image:loc>
      <image:title>School - Designing Sustainable Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-5zmf6</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2023-11-28</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/fd7a2958-726d-42c1-b98a-f2e979b44a9b/artworkDesigning+Good+Services.jpg</image:loc>
      <image:title>School - Designing Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/writing-business-cases-for-service-design-july-dxntg-5y53c-lp536-ajmsk</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-10-28</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a058f5a8-b122-457e-a035-f42b58723966/artworkWriting+business+cases+for+service+design.png</image:loc>
      <image:title>School - Writing Business Cases for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-zez9l</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2023-11-28</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny-s9sjw-59agf</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-c6r3h-x8z44-fhbk4-e48az</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5-ka59p-5zlwm</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-fgr6z-lpzrn-fems2-khw6g-8erny</loc>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://good.services/school-old/agileservicedesigncourseedtnov</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-zddel</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-8s7zz-j2lzf-8m39b-msjxh</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-8s7zz-j2lzf-8m39b</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb-k8fr5</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd-b96x4-nb2al-mydrb</loc>
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    <loc>https://good.services/school-old/writing-business-cases-for-service-design-july-dxntg-5y53c-lp536</loc>
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    <loc>https://good.services/school-old/stakeholder-leadership-july-c6r3h-x8z44</loc>
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  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july-s9ef9-exrxd</loc>
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    <priority>0.5</priority>
    <lastmod>2022-05-30</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/05e16f00-e41f-457d-b388-6dec9427fe88/artworkScaling+Good+Services.png</image:loc>
      <image:title>School - Scaling Good Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/school-old/stakeholder-leadership-july</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-05-30</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/da5783b8-b8f0-45b1-8321-253c102a9621/artworkstakeholder+leadership.png</image:loc>
      <image:title>School - Stakeholder Leadership - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/school-old/writing-business-cases-for-service-design-july</loc>
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    <priority>0.5</priority>
    <lastmod>2022-05-30</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a058f5a8-b122-457e-a035-f42b58723966/artworkWriting+business+cases+for+service+design.png</image:loc>
      <image:title>School - Writing Business Cases for Service Design - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-02-18</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e50a5b3d-acd4-4ff1-9197-891563d90f8c/Artboard+2.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/luxury</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-11-20</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/96be0593-a812-4109-a257-5fb931c55425/deadends_podcast6_luxury_wide.png</image:loc>
      <image:title>Podcast - Dead Ends: Luxury - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/3751a3de-dd90-4285-afc1-811044bf6a8d/Screenshot+2024-11-19+at+21.27.50.png</image:loc>
      <image:title>Podcast - Dead Ends: Luxury - Make it stand out</image:title>
      <image:caption>The luxury-ordinary service continuum from the paper Luxury Services by Jochen Wirtz National University of Singapore, Jonas Holmqvist Kedge Business School, Bordeaux, Martin Paul Fritze University of Cologne</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/austerityparttwo</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c8cb8371-7767-4b5a-9631-b5a69f725b16/deadends_podcast5_austerity_photoshop_rectangle.png</image:loc>
      <image:title>Podcast - Dead Ends: Austerity II - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a9bc1a26-9d0e-4334-a950-972752ad5192/berkanatwoloop.png</image:loc>
      <image:title>Podcast - Dead Ends: Austerity II - Make it stand out</image:title>
      <image:caption>Berkana Two Loop Model, re-modelled by Cassie Robinson as part of 'Hospicing the old'  Inspired by the work of Berkana Institute</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/austeritypartone</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c8cb8371-7767-4b5a-9631-b5a69f725b16/deadends_podcast5_austerity_photoshop_rectangle.png</image:loc>
      <image:title>Podcast - Dead Ends: Austerity I - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/999b5168-86c1-47b1-b4ed-abfee8e609e8/phone-box-big-society-not-big-government.png</image:loc>
      <image:title>Podcast - Dead Ends: Austerity I - Make it stand out</image:title>
      <image:caption>Big Society Poster 2010, courtesy of Political Advertising archive</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/vernacular</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e0e24f27-1e56-4a45-846c-4d568ccd57f9/deadends_venacular_rectangle.png</image:loc>
      <image:title>Podcast - Dead Ends: Vernacular - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/438619bd-3ce5-4e21-9139-a84f0bd84408/Wainwright_Building%2C_709_Chestnut_Street._Adler%2C_Sullivan%2C_and_Ramsey%2C_Architects.jpg</image:loc>
      <image:title>Podcast - Dead Ends: Vernacular - Make it stand out</image:title>
      <image:caption>Podcast main image of the Tramway Gas Station in Palm Springs is courtesy of the Denna Jones. Above image is the Wainwright Building, 709 Chestnut Street picture in 1907. Courtesy of wikimedia</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/legacy</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-12</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c26770e3-c937-4e1c-90ad-c277af50b56f/deadends_podcast3_legacy_wideimage.png</image:loc>
      <image:title>Podcast - Dead Ends: Legacy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/e3c22c12-50e2-46f3-956b-8fe5f2fb99a1/MSS_920_Powell_telegram.png</image:loc>
      <image:title>Podcast - Dead Ends: Legacy - Make it stand out</image:title>
      <image:caption>Rose Arnold Powell makes an appeal to include representation of women in the time capsule made by the Westinhouse Electric Company. Image courtesy of the Heinz History Centre</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/patterns</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-05-29</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/022b1876-b843-40b3-b074-d48ae4101c4b/deadends_pattern_artwork.png</image:loc>
      <image:title>Podcast - Dead Ends: Patterns - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/db995f6c-7ae3-4be0-9175-4c617b75a7e7/Linnaeus_-_Regnum_Animale_%281735%29.png</image:loc>
      <image:title>Podcast - Dead Ends: Patterns - Make it stand out</image:title>
      <image:caption>Table of the Animal Kingdom (Regnum Animale) from Carolus Linnaeus's first edition (1735) of Systema Naturae (courtesy of Wikipedia)</image:caption>
    </image:image>
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  <url>
    <loc>https://good.services/deadendspodcast/lockins</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-04-12</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1712260865089-65F33CMKRA7YFC4FJ0O6/DSC00336.png</image:loc>
      <image:title>Podcast - Dead Ends: Lock Ins - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/category/podcast</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/category/deadends</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/tag/podcast</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://good.services/deadendspodcast/tag/deadends</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
  </url>
  <url>
    <loc>https://good.services/bc-courses-feb-25</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-01-06</lastmod>
  </url>
  <url>
    <loc>https://good.services/bc-courses-feb-25/delivering-connected-services</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/cf825b8a-94e0-4f5a-8b8e-4679bbe60d75/deliveringconnectedservices</image:loc>
      <image:title>Private BC event page - Day 2. Delivering Connected Services - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/31cdd2a3-4575-4d1c-9e72-932fc6e2ba3d/Screenshot+2022-05-24+at+22.54.50.jpg</image:loc>
      <image:title>Private BC event page - Day 2. Delivering Connected Services - Lou Downe is the author of Good Services, the bestselling book on how to design services that work and the founding director of the School of Good Services Lou is the former Director of Design for the UK Government where they founded the discipline of service design, growing a 2000 strong team of designers into one of the largest, and most influential design team’s in the UK - winning a Designs of the Year award and a D&amp;AD lifetime achievement award. Lou is a hugely experienced and engaging coach and speaker and delivers the majority of courses and coaching here at the school</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/bc-courses-feb-25/designing-better-products</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-10-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1734103461965-51MP5E5DFA99TXX29LUW/designinggoodproductsartwork.png</image:loc>
      <image:title>Private BC event page - Day 1. Designing Good Products for Better Outcomes&amp;nbsp; - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/31cdd2a3-4575-4d1c-9e72-932fc6e2ba3d/Screenshot+2022-05-24+at+22.54.50.jpg</image:loc>
      <image:title>Private BC event page - Day 1. Designing Good Products for Better Outcomes&amp;nbsp; - Lou Downe is the author of Good Services, the bestselling book on how to design services that work and the founding director of the School of Good Services Lou is the former Director of Design for the UK Government where they founded the discipline of service design, growing a 2000 strong team of designers into one of the largest, and most influential design team’s in the UK - winning a Designs of the Year award and a D&amp;AD lifetime achievement award. Lou is a hugely experienced and engaging coach and speaker and delivers the majority of courses and coaching here at the school</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/badservicespodcast</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-02-20</lastmod>
  </url>
  <url>
    <loc>https://good.services/badservicespodcast/Blog Post Title One-3zaa9-zlxng-lcnbl</loc>
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    <priority>0.5</priority>
    <lastmod>2025-08-26</lastmod>
  </url>
  <url>
    <loc>https://good.services/badservicespodcast/blog-post-title-two-t5my5-k4xmd-t6ke3</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-08-26</lastmod>
  </url>
  <url>
    <loc>https://good.services/badservicespodcast/blog-post-title-three-y3peb-4lwnz-jm56a</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2025-08-26</lastmod>
  </url>
  <url>
    <loc>https://good.services/badservicespodcast/blog-post-title-four-lr658-tcthp-4shz7</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-02-20</lastmod>
  </url>
  <url>
    <loc>https://good.services/contact</loc>
    <changefreq>daily</changefreq>
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    <lastmod>2024-10-14</lastmod>
  </url>
  <url>
    <loc>https://good.services/sample-chapter</loc>
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    <priority>0.75</priority>
    <lastmod>2019-12-15</lastmod>
  </url>
  <url>
    <loc>https://good.services/new-page</loc>
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    <lastmod>2020-04-21</lastmod>
  </url>
  <url>
    <loc>https://good.services/15-principles-of-good-service-design</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-11-20</lastmod>
  </url>
  <url>
    <loc>https://good.services/principle-1</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588347650122-5BKKEF6ZIF4OFB1NI2LE/lou_downe_good_services_are_verbs_inset_principles_image.png</image:loc>
      <image:title>Principle 1</image:title>
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  <url>
    <loc>https://good.services/principle-2</loc>
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    <lastmod>2020-09-28</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588348785984-SLFVYM4A6C6RYEQLVSKP/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 2</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-3</loc>
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    <priority>0.75</priority>
    <lastmod>2020-09-28</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588349116440-LA1FDOBG8J9HDDKWMD03/good_services_lou_downe.jpeg</image:loc>
      <image:title>Principle 3</image:title>
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  <url>
    <loc>https://good.services/principle-4</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588351161830-XYJPODCZNANKZMTR5YPA/Good_services_lou_downe_sticker.jpg</image:loc>
      <image:title>Principle 4</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-5</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588352436351-E1Q2DC1306NL6RMWTDAD/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 5</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-6</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588353019513-JNK3APYYOPFTQ1DAAC9Y/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 6</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-7</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-04</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588360331358-71QL0WT6GNLYU9E32IRX/lou_downe_good_services_siloed_sticker.jpg</image:loc>
      <image:title>Principle 7</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-8</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588360568651-X3C5EUR6EXPG5PQ93NSC/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 8</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-9</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588363810857-T0416VQ9R9Q9B8TDU9FC/lou_downe_good_services_are_only_as_strong_as_their_weakest_link.jpeg</image:loc>
      <image:title>Principle 9</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-10</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588504466762-19MCXMMASNCBD9CTEKG6/good_services_sticker_lou_downe_no_dead_ends.jpeg</image:loc>
      <image:title>Principle 10</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-11</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588511512598-WM1C7YJLDVFGD38YSTIE/Lou_downe_good_services_inclusion_is_a_necessity_not_an_enhancement_poster.jpeg</image:loc>
      <image:title>Principle 11</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-12</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588513319753-15Z2P9HWZ8NYC4APUBS6/Lou_downe_good_services_what_gets_measured_gets_done.jpeg</image:loc>
      <image:title>Principle 12</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-13</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588513848287-ASASM8FN2UBM0L0CGKW0/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 13</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-14</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588517960081-SF7FRUKM79KZKBE3FVEJ/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 14</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/principle-15</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-03</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1588519828719-1G11JXC4KIYNZ07AG2AM/good_services_15_principles_lou_downe.jpeg</image:loc>
      <image:title>Principle 15</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/the-good-services-scale</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-10-14</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/1592983908601-V27O7BES0UC39HEHCVC6/Screenshot+2020-06-24+at+08.30.13.png</image:loc>
      <image:title>The Good Service Scale</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/good-service-scores</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-04-09</lastmod>
  </url>
  <url>
    <loc>https://good.services/good-service-scale-how-to</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-06-23</lastmod>
  </url>
  <url>
    <loc>https://good.services/mailing-list-sign-up</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-02-13</lastmod>
  </url>
  <url>
    <loc>https://good.services/desinging-good-services-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/62e71916-7862-4aad-a488-aa448e2815b8/tSGS+running+track+-+red.png</image:loc>
      <image:title>Designing Good Services - Designing Good Services</image:title>
      <image:caption>Designing Good Services is a 1 day course that demystifies what makes a good service, helping you to identify problems with your service and develop the skills to build services that work</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Designing Good Services - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion. Participants work on a service or case study of their own so all course takeaways are able to be put into action immediately</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/leading-good-organisations-members</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-02-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/fa7b5222-7b1c-46e4-aa8b-16ee02cb1695/tSGS+falling+stacks+-+red.png</image:loc>
      <image:title>MA Leading Good Organisations - Leading Good Organisations</image:title>
      <image:caption>Empower your senior leadership team to advocate for the value of user centred design, understand its impact on your organisation and make the change needed to enable good services to happen This course is only available privately. If you’re interested in training your team, get in touch</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>MA Leading Good Organisations - How it works</image:title>
      <image:caption>This class is only available privately to internal leadership teams to create a safe-space for the most valuable conversations to happen Classes are delivered live and online via either MS Teams, Zoom or Google Meet (depending on your preference)</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/stakeholder-leadership-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/3d8e7834-e0bd-4201-ba50-fe1382ce9623/tSGS+maze-+yellow.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/making-the-case-for-service-design-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/89e01c6b-5042-4f22-a797-b3c8c4d69926/tSGS+subdivision-+yellow.png</image:loc>
      <image:title>Making the Case for Service Design - Making the Case for Service Design</image:title>
      <image:caption>Making the Case for Service Design is an intensive one-day masterclass that will give you the skills and tools to communicate the value of user-centred change and build a compelling financial business case. Note: This course was previously called ‘Writing Business Cases for Service Design’ but has been updated to include new content</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Making the Case for Service Design - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion. Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/user-centred-service-management</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-12-04</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c7e92402-5be9-481f-8caf-1c2bcbf32cd9/tSGS+tangents-+blue.png</image:loc>
      <image:title>User-Centred Service Management - User-Centred Service Ownership</image:title>
      <image:caption>User-centred Service Ownership is a two-day intensive masterclass that will prepare you to lead and manage user-centred services in an agile environment Understand the full lifecycle of agile service delivery, from research through to live and how to build in future implementation and management approaches This course is only available privately. If you’re interested in training your team, get in touch</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>User-Centred Service Management - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion. Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/agile-service-design-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/9bdd24bb-0d1c-4335-bda6-5b9b03efd5dc/tSGS+punch+card-+blue.png</image:loc>
      <image:title>Agile Service Design - Agile Service Design</image:title>
      <image:caption>Agile Service Design is a three-day intensive masterclass that will prepare you to design and develop user centred services in an agile environment Understand the full lifecycle of agile service delivery, from research through to live and how to build user centred services at each stage</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Agile Service Design - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately This course is taught over a 3 week period, with an immersive 1 day class each week</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/newsletter</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
  </url>
  <url>
    <loc>https://good.services/designing-sustainable-services</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2023-03-15</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/89e01c6b-5042-4f22-a797-b3c8c4d69926/tSGS+subdivision-+yellow.png</image:loc>
      <image:title>Designing Sustainable Services - Designing Sustainable Services</image:title>
      <image:caption>Learn how to design sustainable services and get the tools and confidence to incorporate the planet into your work</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Designing Sustainable Services - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion. Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/schooldiscounts</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-08-02</lastmod>
  </url>
  <url>
    <loc>https://good.services/bursary</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-05-13</lastmod>
  </url>
  <url>
    <loc>https://good.services/designingsustainableservices-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/65bb63fb-6736-44d3-9ed7-1a8878d8b7b9/SOGS_designingsustainableservices_web_rectangle.png</image:loc>
      <image:title>Designing Sustainable Services - Designing Sustainable Services</image:title>
      <image:caption>Designing Sustainable Services is a two half-day course that provides tools and key questions to embed sustainability within service design processes and help influence wider organisational change With Lucy Stewart</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Designing Sustainable Services - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/on-your-time-zone</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2024-08-09</lastmod>
  </url>
  <url>
    <loc>https://good.services/service-design-leadership-old</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/f05ed4d4-8bd9-4e7e-b788-bff76947ae7b/tSGS+zig+zag-+blue.png</image:loc>
      <image:title>Service Design Leadership - Service Design Leadership</image:title>
      <image:caption>Service Design Leadership is an intensive masterclass that will prepare you to lead user-centric service design in any environment In this two-day masterclass split over two weeks, you’ll learn how to expand the scope of your impact, win buy-in for large-scale transformation and lead stakeholders and teams to deliver complex, organisational-level change</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/a922445d-f01d-4d36-835a-c0ec8044e4a0/IMG_5851-2.jpg</image:loc>
      <image:title>Service Design Leadership - How it works</image:title>
      <image:caption>All classes are delivered live and online in small classes that are a mix of taught tuition, individual exercises, and group discussion Participants work on a service or case study of their choice so all course takeaways are able to be put into action immediately This course is taught over a 2 week period, with an immersive 1 day class each week</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/privacy-policy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-01-10</lastmod>
  </url>
  <url>
    <loc>https://good.services/international-course-dates</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-02-17</lastmod>
  </url>
  <url>
    <loc>https://good.services/service-design-leadership</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>Service Design Leadership</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/be1ca2c1-42cc-4d31-ae32-ef954673ec0c/howitworks_image2A.png</image:loc>
      <image:title>Service Design Leadership</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/17c78645-1100-4e1e-a896-8afc06c64033/1Artboard+1_6.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/260621e6-27e2-4b25-9e04-2586422b04f8/Screenshot%2B2022-05-24%2Bat%2B22.54.50.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/51c5903b-bad3-48db-a394-41c852307c67/sogs_website_whatyouget.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/leading-good-organisations</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>Leading Good Organisations</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/be1ca2c1-42cc-4d31-ae32-ef954673ec0c/howitworks_image2A.png</image:loc>
      <image:title>Leading Good Organisations</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/c8de9365-35eb-42c6-a8de-e60cea3449d3/1Artboard+1_1.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/260621e6-27e2-4b25-9e04-2586422b04f8/Screenshot%2B2022-05-24%2Bat%2B22.54.50.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/51c5903b-bad3-48db-a394-41c852307c67/sogs_website_whatyouget.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/designing-good-services</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>Designing Good Services</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/be1ca2c1-42cc-4d31-ae32-ef954673ec0c/howitworks_image2A.png</image:loc>
      <image:title>Designing Good Services</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/2a0eee7a-f229-4a54-b8c2-fa6534d4d133/1Artboard+4.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/260621e6-27e2-4b25-9e04-2586422b04f8/Screenshot%2B2022-05-24%2Bat%2B22.54.50.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/51c5903b-bad3-48db-a394-41c852307c67/sogs_website_whatyouget.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/stakeholder-leadership</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>Stakeholder Leadership</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/be1ca2c1-42cc-4d31-ae32-ef954673ec0c/howitworks_image2A.png</image:loc>
      <image:title>Stakeholder Leadership</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/0c57d645-a004-4219-97b9-be6bd5224dfd/1Artboard+1_2.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/260621e6-27e2-4b25-9e04-2586422b04f8/Screenshot%2B2022-05-24%2Bat%2B22.54.50.jpg</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/51c5903b-bad3-48db-a394-41c852307c67/sogs_website_whatyouget.png</image:loc>
    </image:image>
  </url>
  <url>
    <loc>https://good.services/designingsustainableservices</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-07-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>Designing Sustainable services</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/be1ca2c1-42cc-4d31-ae32-ef954673ec0c/howitworks_image2A.png</image:loc>
      <image:title>Designing Sustainable services</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5df62765b3ea9f612f9ed6e9/32d38c82-07a7-482b-8216-d8b5bb257cff/1Artboard+14_1.png</image:loc>
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