{"id":143641,"date":"2026-10-14T23:50:09","date_gmt":"2026-10-14T21:50:09","guid":{"rendered":"https:\/\/schoolofservice.se\/?page_id=143641"},"modified":"2026-10-14T23:59:14","modified_gmt":"2026-10-14T21:59:14","slug":"keynote","status":"publish","type":"page","link":"https:\/\/schoolofservice.se\/sv\/keynote\/","title":{"rendered":"Keynote \u2014 The same work. A new person."},"content":{"rendered":"<div id=\"sos-keynote\" class=\"alignfull\"><style>@import url('https:\/\/fonts.googleapis.com\/css2?family=Inter:wght@400;500;600&display=swap');\nbody:has(#sos-keynote){background:#fff}body:has(#sos-keynote) .site-main>.ct-container-full{padding-top:0;padding-bottom:0}#sos-keynote{--ink:#202422;--muted:#636963;--line:#dfe3de;--paper:#f3f5f2;background:#fff;color:var(--ink);font:400 16px\/1.65 Inter,Arial,sans-serif;width:100%;max-width:none;margin:0}#sos-keynote *{box-sizing:border-box}#sos-keynote .wrap{width:88%;max-width:1120px;margin-inline:auto}#sos-keynote a{color:inherit;text-underline-offset:5px}#sos-keynote a:focus-visible,#sos-keynote summary:focus-visible{outline:2px solid #586b5a;outline-offset:5px}#sos-keynote .top{min-height:100px;display:flex;align-items:center;justify-content:space-between;gap:28px;border-bottom:1px solid var(--line)}#sos-keynote .logo{display:block;width:220px;height:auto;filter:brightness(0)}#sos-keynote 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.key-booking input,#sos-keynote .key-booking textarea,#sos-keynote .key-booking select{font-family:inherit;background:white;border:1px solid #b8c1b7;border-radius:2px;min-height:48px}#sos-keynote .key-booking button[type=submit]{background:#202422;color:white;border-radius:2px;padding:15px 24px;font-family:inherit}#sos-keynote .key-small{font-size:13px;color:var(--muted)}@media(max-width:700px){#sos-keynote .key-story,#sos-keynote .key-cards{grid-template-columns:1fr;gap:26px}#sos-keynote .key-hero{padding:42px 0}#sos-keynote .key-story,#sos-keynote .key-formats{padding:40px 0}#sos-keynote .top{gap:15px}#sos-keynote .top .logo{width:170px}}<\/style><header class=\"wrap top\"><a href=\"https:\/\/schoolofservice.se\/\" aria-label=\"School of Service home\"><img decoding=\"async\" class=\"logo\" src=\"https:\/\/b1950415.assetcdn.net\/2.0\/1950415\/wp-content\/uploads\/2025\/02\/scoolofservice_sekundar_logo_vit.png?lossy=1&amp;strip=0&amp;webp=1\" alt=\"School of Service\"><\/a><a class=\"text-link sos-link-en\" href=\"https:\/\/schoolofservice.se\/\">Back to home<\/a><a class=\"text-link sos-link-sv\" href=\"https:\/\/schoolofservice.se\/sv\/\">Till startsidan<\/a><\/header><section class=\"wrap key-hero\"><p class=\"eyebrow\">A keynote with Oscar Lindeberg<\/p><h1>For you, it\u2019s routine.<br>For your guest, it\u2019s the first time.<\/h1><p class=\"key-lead\">The same work. A new person.<\/p><p class=\"intro\">A keynote on service design and the human interaction that brings an experience to life.<\/p><p>For leaders and teams in hotels, restaurants and experience businesses.<\/p><div class=\"actions\"><a class=\"button\" href=\"#keynote-booking\">Enquire about a booking<\/a><a class=\"text-link\" href=\"#keynote-formats\">Explore the formats<\/a><\/div><\/section><section class=\"method\"><div class=\"wrap\"><p class=\"eyebrow\">The human encounter<\/p><p class=\"key-quote\">How do we design for encounters we can never fully predict?<\/p><\/div><\/section><section class=\"wrap key-story\"><h2>We are ready.<br>Then the guest arrives.<\/h2><div><p>The place is ready. The team is in position. We know what we want to offer.<\/p><p>Our guest arrives with expectations, needs and ideas of their own. Something to celebrate. Somewhere to be. Someone to spend time with.<\/p><p>We know the business. The guest knows something about their visit that we do not yet know.<\/p><p><strong>That is where curiosity matters.<\/strong><\/p><\/div><\/section><section class=\"wrap key-story\"><h2>What happens between noticing and acting?<\/h2><div><p>A guest looking for help. A question that needs a follow-up question. A chance to recommend something the guest did not know was available.<\/p><p>Everyday work creates small opportunities to help, build confidence and make a visit richer.<\/p><p>To respond, we need to know our work and remain open to the person in front of us. We need to ask, recommend and recognise when a colleague can help more effectively.<\/p><p><strong>What the guest tells us shapes what we do. What we do shapes what becomes possible for the guest.<\/strong><\/p><p>The experience is co-created, one encounter at a time.<\/p><\/div><\/section><section class=\"wrap key-story\"><h2>Designing for the human moment.<\/h2><div><p>Service design creates the conditions for this interaction.<\/p><p>How do the space and information help the guest find their way? What does an employee need to know and be able to decide? How do departments work together? What should a leader prepare, support and follow up?<\/p><p>Oscar follows concrete guest situations through the business, connecting the service concept, daily working practices and human judgement.<\/p><p><strong>What feels effortless to the guest can require real skill and thoughtful teamwork behind the scenes.<\/strong><\/p><\/div><\/section><section class=\"method\"><div class=\"wrap\"><p class=\"eyebrow\">What you take away<\/p><h2>A new perspective.<br>A shared language.<\/h2><div class=\"steps\"><div class=\"step\"><span class=\"num\">01<\/span><h3>A fresh look at everyday work<\/h3><p>Notice what has become obvious to your team but is still new to the guest.<\/p><\/div><div class=\"step\"><span class=\"num\">02<\/span><h3>Words for skilled service<\/h3><p>Talk concretely about noticing, asking, listening, recommending and adapting the next step.<\/p><\/div><div class=\"step\"><span class=\"num\">03<\/span><h3>A shared responsibility<\/h3><p>See how employees, colleagues and leaders can bring the service ambition into everyday practice.<\/p><\/div><\/div><\/div><\/section><section class=\"wrap key-formats\" id=\"keynote-formats\"><p class=\"eyebrow\">Choose your format<\/p><h2>Start a conversation.<br>Take it further together.<\/h2><div class=\"key-cards\"><article class=\"key-card\"><span class=\"num\">01<\/span><h3>Keynote<\/h3><p><strong>A shared perspective on the human guest encounter.<\/strong><\/p><p>For your conference, leadership day or team gathering. Stories and concrete situations invite reflection on how you meet guests and create the conditions for each other to succeed.<\/p><a class=\"text-link\" href=\"#keynote-booking\">Enquire about the keynote<\/a><\/article><article class=\"key-card\"><span class=\"num\">02<\/span><h3>Keynote + workshop<\/h3><p><strong>Explore your own guest encounters.<\/strong><\/p><p>Work with situations from your business. What is the guest trying to achieve? How can you identify needs, open up possibilities and help them move forward?<\/p><p>Choose concrete actions to try and identify the support needed to make them work.<\/p><a class=\"text-link\" href=\"#keynote-booking\">Enquire about a workshop<\/a><\/article><article class=\"key-card\"><span class=\"num\">03<\/span><h3>Keynote + leadership dialogue<\/h3><p><strong>Develop the conditions behind the encounter.<\/strong><\/p><p>A deeper conversation for management and operational leaders about how your concept, priorities and leadership affect the team\u2019s ability to act.<\/p><p>Identify priorities for training, decision-making, collaboration and follow-up.<\/p><a class=\"text-link\" href=\"#keynote-booking\">Enquire about a leadership dialogue<\/a><\/article><\/div><\/section><section class=\"wrap about\"><figure class=\"founder-portrait\"><span class=\"portrait-frame\"><img decoding=\"async\" class=\"portrait\" src=\"https:\/\/schoolofservice.se\/wp-content\/uploads\/2026\/10\/whatsapp-image-2024-09-02-at-19.38.47-1.jpeg\" alt=\"Oscar Lindeberg, founder of School of Service\" loading=\"lazy\" width=\"1600\" height=\"1066\"><\/span><figcaption>Oscar Lindeberg \u00b7 Founder<\/figcaption><\/figure><div><p class=\"eyebrow\">About Oscar<\/p><h2>From service design<br>to the guest encounter.<\/h2><p>Oscar Lindeberg works with service design and operational leadership, with experience from businesses including JumpYard and Villa Fridhem.<\/p><p>His work spans service concepts, technology and management decisions, the daily work of operational leaders, and his own encounters with guests.<\/p><p>That movement shapes the keynote: a small situation on the floor can reveal how the whole business works.<\/p><\/div><\/section><section class=\"method\"><div class=\"wrap\"><p class=\"key-quote\">We prepare the experience. Together with the guest, we bring it to life.<\/p><\/div><\/section><section class=\"wrap key-booking\" id=\"keynote-booking\"><p class=\"eyebrow\">Booking enquiry<\/p><h2>What would you like<br>to set in motion?<\/h2><p>Tell us about your business, who will attend and what you would like the keynote to contribute.<\/p><p>We will discuss the format, availability and price for your event. 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767px){.kadence-column143639_d76911-ab > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column143639_d76911-ab\"><div class=\"kt-inside-inner-col\"><div class=\"kb-adv-form-field kb-adv-form-text-type-input kb-adv-form-infield-type-input kb-field143639cffc48-c7 wp-block-kadence-advanced-form-text\"><label class=\"kb-adv-form-label\" for=\"field143639cffc48-c7\">Name<span class=\"kb-adv-form-required\">*<\/span><\/label><input name=\"fieldcffc48-c7\" id=\"field143639cffc48-c7\" data-label=\"Name\" type=\"text\" placeholder=\"\" value=\"\" data-type=\"text\" class=\"kb-field kb-text-field\" data-required=\"yes\" required aria-required=\"true\"\/><\/div><\/div><\/div>\n\n\n<style>.kadence-column143639_a60e5a-aa > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column143639_a60e5a-aa > .kt-inside-inner-col{flex-direction:column;}.kadence-column143639_a60e5a-aa > .kt-inside-inner-col > 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data-required=\"yes\" required aria-required=\"true\"\/><\/div><\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id143639_14057f-78 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id143639_14057f-78 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id143639_14057f-78 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id143639_14057f-78 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id143639_14057f-78 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id143639_14057f-78 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id143639_14057f-78 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column143639_a017c9-b8 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column143639_a017c9-b8 > .kt-inside-inner-col{flex-direction:column;}.kadence-column143639_a017c9-b8 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column143639_a017c9-b8 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column143639_a017c9-b8{position:relative;}@media all and (max-width: 1024px){.kadence-column143639_a017c9-b8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column143639_a017c9-b8 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column143639_a017c9-b8\"><div class=\"kt-inside-inner-col\"><div class=\"kb-adv-form-field kb-adv-form-infield-type-input kb-field143639536775-4a wp-block-kadence-advanced-form-select\"><label class=\"kb-adv-form-label\" for=\"field143639536775-4a\">Preferred format<\/label><select  name=\"field536775-4a\" id=\"field143639536775-4a\" ><option value=\"\" disabled selected>Choose a format<\/option><option value=\"Keynote\">Keynote<\/option><option value=\"Keynote + workshop\">Keynote + workshop<\/option><option value=\"Keynote + leadership dialogue\">Keynote + leadership dialogue<\/option><option value=\"Help me choose\">Help me choose<\/option><\/select><\/div><\/div><\/div>\n\n\n<style>.kadence-column143639_68a6de-9e > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column143639_68a6de-9e > .kt-inside-inner-col{flex-direction:column;}.kadence-column143639_68a6de-9e > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column143639_68a6de-9e > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column143639_68a6de-9e{position:relative;}@media all and (max-width: 1024px){.kadence-column143639_68a6de-9e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column143639_68a6de-9e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column143639_68a6de-9e\"><div class=\"kt-inside-inner-col\"><div class=\"kb-adv-form-field kb-adv-form-text-type-input kb-adv-form-infield-type-input kb-field143639ef1aa6-01 wp-block-kadence-advanced-form-text\"><label class=\"kb-adv-form-label\" for=\"field143639ef1aa6-01\">Organisation<span class=\"kb-adv-form-required\">*<\/span><\/label><input name=\"fieldef1aa6-01\" id=\"field143639ef1aa6-01\" data-label=\"Organisation\" type=\"text\" placeholder=\"\" value=\"\" data-type=\"text\" class=\"kb-field kb-text-field\" data-required=\"yes\" required aria-required=\"true\"\/><\/div><\/div><\/div>\n\n<\/div><\/div>\n\n<div class=\"kb-adv-form-field kb-adv-form-text-type-input kb-adv-form-infield-type-input kb-field143639date-keynote wp-block-kadence-advanced-form-text\"><label class=\"kb-adv-form-label\" for=\"field143639date-keynote\">Preferred date or period (optional)<\/label><input name=\"fielddate-keynote\" id=\"field143639date-keynote\" data-label=\"Preferred date or period (optional)\" type=\"text\" placeholder=\"\" value=\"\" data-type=\"text\" class=\"kb-field kb-text-field\" data-required=\"no\" \/><\/div>\n\n<div class=\"kb-adv-form-field kb-adv-form-text-type-input kb-adv-form-infield-type-input kb-field143639place-keynote wp-block-kadence-advanced-form-text\"><label class=\"kb-adv-form-label\" for=\"field143639place-keynote\">Location and approximate number of participants (optional)<\/label><input name=\"fieldplace-keynote\" id=\"field143639place-keynote\" data-label=\"Location and approximate number of participants (optional)\" type=\"text\" placeholder=\"\" value=\"\" data-type=\"text\" class=\"kb-field kb-text-field\" data-required=\"no\" \/><\/div>\n\n<div class=\"kb-adv-form-field kb-adv-form-text-type-input kb-adv-form-infield-type-input kb-field1436395e64e9-5c wp-block-kadence-advanced-form-textarea\"><label class=\"kb-adv-form-label\" for=\"field1436395e64e9-5c\">Who will attend, and what would you like to develop?<span class=\"kb-adv-form-required\">*<\/span><\/label><textarea name=\"field5e64e9-5c\" id=\"field1436395e64e9-5c\" rows=\"3\"  data-label=\"Who will attend, and what would you like to develop?\" placeholder=\"\" data-type=\"textarea\" class=\"kb-field kb-textarea-field\" data-required=\"yes\" required aria-required=\"true\"><\/textarea><\/div>\n\n<style>ul.menu .kb-submit-field .kb-btn6fda26-88.kb-button{width:initial;}.kb-submit-field.kb-field6fda26-88{justify-content:flex-start;}<\/style><div class=\"kb-adv-form-field kb-submit-field kb-field6fda26-88 wp-block-kadence-advanced-form-submit\"><button class=\"kb-button kt-button button kb-adv-form-submit-button kb-btn6fda26-88 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-fill kt-btn-has-text-true kt-btn-has-svg-false\" type=\"submit\"><span class=\"kt-btn-inner-text\">Send booking enquiry<\/span><\/button><\/div>\n<input type=\"hidden\" name=\"_kb_adv_form_post_id\" value=\"143639\"><input type=\"hidden\" name=\"action\" value=\"kb_process_advanced_form_submit\"><input type=\"hidden\" name=\"_kb_adv_form_id\" value=\"143639-cpt-id\"><\/form><\/div><p class=\"key-small\">Your details are used to respond to your enquiry. <a class=\"sos-link-en\" href=\"https:\/\/schoolofservice.se\/privacy-policy\/\">Read our privacy policy<\/a><a class=\"sos-link-sv\" href=\"https:\/\/schoolofservice.se\/sv\/privacy-policy\/\">L\u00e4s v\u00e5r integritetspolicy<\/a>.<\/p><\/section><footer class=\"wrap bottom\"><a href=\"https:\/\/schoolofservice.se\/\" aria-label=\"School of Service home\"><img decoding=\"async\" class=\"logo\" src=\"https:\/\/b1950415.assetcdn.net\/2.0\/1950415\/wp-content\/uploads\/2025\/02\/scoolofservice_sekundar_logo_vit.png?lossy=1&amp;strip=0&amp;webp=1\" alt=\"School of Service\"><\/a><a href=\"mailto:oscar@schoolofservice.se\">oscar@schoolofservice.se<\/a><a class=\"sos-link-en\" href=\"https:\/\/schoolofservice.se\/\">Back to home<\/a><a class=\"sos-link-sv\" href=\"https:\/\/schoolofservice.se\/sv\/\">Till startsidan<\/a><\/footer><\/div>","protected":false},"excerpt":{"rendered":"<p>Back to homeTill startsidan A keynote with Oscar Lindeberg For you, it\u2019s routine.For your guest, it\u2019s the first time. The same work. A new person. A keynote on service design and the human interaction that brings an experience to life. For leaders and teams in hotels, restaurants and experience businesses. Enquire about a bookingExplore the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"class_list":["post-143641","page","type-page","status-publish","hentry"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"taxonomy_info":[],"featured_image_src_large":false,"author_info":{"display_name":"Oscar Lindeberg","author_link":"https:\/\/schoolofservice.se\/sv\/author\/oscar\/"},"comment_info":0,"_links":{"self":[{"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/pages\/143641","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/comments?post=143641"}],"version-history":[{"count":0,"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/pages\/143641\/revisions"}],"wp:attachment":[{"href":"https:\/\/schoolofservice.se\/sv\/wp-json\/wp\/v2\/media?parent=143641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}