Imagine this.

You’re stuck on hold. A robotic voice assures you your call is important. When you finally get through, the human sounds… not much different. Scripted. Disengaged. You feel invisible.

Now, imagine walking into a store. A team member greets you—but their eyes are elsewhere, and their tone is mechanical. Again, a human, but the connection is gone.

Another boring, familiar and average service story.

When did service become indistinguishable from being served by a machine?

This is the crossroads we find ourselves in. As technology accelerates, we’re being asked a deeper question:

Who are we choosing to be—and how are we choosing to treat each other?

Service is a choice. Not just a business function, but a reflection of our values, our virtues, and our leadership. Every moment of service is a chance to reinforce what it means to be human in this era.

So… what if there was a better service story?

What if every customer, colleague, and supplier felt genuinely seen, heard, and valued in every interaction?  What if service wasn’t just a task—but a superpower that drives economies, grows businesses, and helps people thrive?

That’s the story I believe in.

But it starts with a choice: Are you committed to leading a culture of human-centred service—or just interested in fixing what’s broken?

When JFK declared we’d send a man to the moon, he didn’t speak from interest. He spoke from deep, unwavering commitment.  That’s what it takes to lead service into the future.

Are you ready to launch—or just watching from the ground?

There is a better service story. Let’s write it together, starting with your own, in your workplace, your team, and your trust.