Prototyping Services as Storytelling

I randomly found this web video from Bill Moggridge, holding a keynote at the danish CIID conference Service Design Symposium on the 180360720 blog.

How do you actually prototype an idea for a service?  To really bring all the elements together "from architecture, physical design, electronic technology from software" to clearly illustrate a new service or product, the most effective way is to tell it as a story, as a film. Near the end of this web video, there is another video within it from Intel which I use in my presentations, showing a near future or close to present now, where your voice activated phone will be your GPS. "it’s about storytelling, it’s about narrative."