Without professional standards we will continue to expect those around us to be able to do more than they can, and not expect enough of ourselves.
We need to understand that most people can spot a bad service, but won’t be able to tell you why it’s bad or how to fix it. This is the same with graphic design – where most people will be able to identify a bad road sign, but won’t be able to tell you that the kerning is too tight. It isn’t fair to expect them to do this, just as it isn’t fair for us to charge for our services as designers if we can’t.
Reading through these principles made me much more interested in service design.