Service is one of those words you have to say over and over again to get closer to what it really means. We use the word so frequently it can become a bit like when you stare at a familiar word repeatedly until it stops looking like a real word at all. But to offer a service is to serve: to give up some of one’s own resources to earnestly pursue what’s important to another whether for profit or not. In a commercial context, sometimes in a crowded market or at a particular price point the earnestness in serving is lost knowingly or unknowingly in order to acquire whatever is potentially on offer by providing the service.

Service is differentiated at different price points but it doesn’t have to be if we’re talking about the earnest endeavour to fulfil a business activity rather than as the total activities to provide a client with an outcome.

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