Better than Best
The essence of delight is that it is extraordinary.
Ordinary is not the same for everyone. People have their own idea of what is
ordinary or not, although they may be aware of what others think is ordinary.
We forget that most of the time what people say they want is likely something less
than what is actually their “ideal”, because normally their expectations are the
boundary within which they think. In fact, because of that, their idea of the ideal is
often far less defined than is “the best that they expect”.
When expectations are shared, there is consistency in noticing when things are
But more importantly, for any given party, regardless of other parties, there is even
consistency in how things go from being ordinary to extra.
Why don’t customers know that your offering is
• Preference is not enough
• Delight is circumstantial
• If the customer is not already in the right circumstance to be
delighted, then either you’ll have to create the circumstance around
them, or you’ll have to move them into the circumstance
• Delight changes the way the customer feels about themselves
• Delight is not a degree of something else; it is something on its own
that can come (i.e. be provided) in very small quantity, very large, or
somewhere in between