Product-Service System implementation is being promoted as a source of competitive advantage (e.g. Isaksson et al 2009). At the same time, ICT developments may provide new communication and delivery pathways, and using these pathways firms like Amazon.com can deliver established products using established infrastructure in new ways. Hardagon (2005) suggests many firms pursue an innovation strategy he calls “'technology brokering”. Others use the term ‘bricolage’ to describe working with what is accessible. Rather than chasing wholly new ideas, these firms focus on recombining old ideas in new ways. In this context, just what are we designing, and how should we do it? In this paper we draw on observations from two studies; one involving larger Defence Industry firms, and the other involving an SME pursuing environmental innovation. It is suggested that a combination of system thinking to frame what is being designed and service thinking to deliver value to customers is needed.