From Ordinary to Extraordinary

"Nightmare Number One: When we did it 'right' ...it was pretty ordinary." - Barry Gibbons - Former CEO Burger King

Just doing something right is not enough to compete in the crowded market today. You must do work and create products that go beyond just doing it "right," they must appeal to your customers in a unique and personal way. What emotions do your products and services conjure up in your customers?