Design Thinking Still a nascent idea in service management, design thinking is an effective iterative process for generating a new idea that focuses on customers (Liedtka, 2018). Todays customer demands change quickly, stemming from their constant exposure to trends through social media. Customers are increasingly looking for personalized and memorable wedding experiences. To stay current with changing customer preferences, agility in service offering is the key if an event business is to step ahead of its competition. Event organizers are keenly aware of the need to adapt rapidly to changes in the marketplace. Design thinking emphasizes the customer-centric management of service innovation. Customer needs remain central to designing service offerings. An innovative approach to meeting customer needs is achieved through the iterative process of design thinking that involves defining problems, determining needs, brainstorming, prototyping, and testing. Following the basics of design thinking that she had learned, Jenny laid out the process map with the design thinking steps that must be taken when developing an income statement for the new buffet themes: 1. Define the problem Create a new set of buffet menus that appeal to the growing segment of millennial wedding clients. 2. Determine needs Millennial clients are more open to international tastes and prefer room for personalization. 3. Brainstorming Consult with the dining managers and executive chefs from the main kitchen. 4. Prototyping Build a prototype income statement template for three different menu options. 5. Testing Test the prototypes and adjust if needed.