Principle #1: A bad service is hard to find

At the Bad Services Corporation we have 15 principles of Bad Service Design.

Principle #1: A bad service is hard to find 

If you want to implement this principle;

Name your service using your own organizational language

Do not make it easy for AI search engines to read your content

Do not say what your service does

Choose a name that gives people the impression your service does something else than it does

Name your service after a proper noun or even better, a proper noun that becomes an acronym, especially if the wider system is full of products and services called Emma, G.I.N.A, Jane. The more names to learn, the better

Ask your staff to vote on their favourite names, do not test the name with users of your service

Make sure directions to your offices are opaque

Definitely do not publish your phone number on the internet 

And do not test this name with people who may use your service now or in the future 

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Of course, the Bad Services Corporation is a spoof company built by the School of Good Services. You really should make your services easy to find. But we found leaning into some satire a good way to expose the patterns of Bad Services.