J.Margus Klaar

‭+372 507 8934‬

Areas of expertise
Service design
Service innovation

Reference projects

Welfare Services
Brand Manual Academy
Dept. of Education
Centre for Defense Procurement…


Margus is a founding partner of Brand Manual. He’s also the resident heavy metal fan most likely to be in the office early in the morning annoying the neighbours with Iron Maiden turned up to 11. When not head-banging, he’s often engaged in client projects where wicked problems are addressed, complex service models designed and strategic business decisions made.

He’s got close to 30 years strategic marketing experience and more than ten just focusing on service design. He’s a frequent speaker at business and service design conferences, author of numerous articles and books on service design including “How to have your cake and eat it too”. Margus is also the catalyst behind the Service Design Network’s global Service Design Award and Brand Manual’s representative in the Service Design for Executives course development – a partnership between Tallinn University Open Academy, Maastricht University Service Science Factory and the Stockholm School of Economics in Riga.

He is often engaged in educational projects, teaching service design both to private companies as well as public institutions. He is an accredited design mentor of Enterprise Estonia, jury member and occasional chairman of the Service Design Award, irregular guest lecturer at various universities including Hyper Island, KTH, EBS and others and member of the board of the Estonian-Swedish Chamber of Commerce in Stockholm.


How to have your cake and eat it too.
Culture Partnership


Media of Margus

On YouTube, at a conference and another one and some interviews here, here and here.