In order to get people truly excited about what you are accomplishing, to move them from just being customers to being passionate, you must be able to perform miracles...do things they did not think were possible. We take it for granted now, but when Google first rolled out its search engine, its results were miracles. When Apple rolled out the first iPod it seemed like a miracle. Now these two examples are game changers, but not all of the miracles you perform need to be game changers. The miracle maybe an exceptional customer service action or having the item that the customer searched every where for, but could never find. Regardless of the size of the miracles, to be great you must perform miracles. Think about your consumer interactions which bordered on miraculous. I haven't had many, but the ones I have had I don't stop talking about and you can't shake my loyalty.
Three Reasons:
1. Encourages loyalty, word of mouth, and evangelism
2. Makes the organization better by finding ways to accomplish hard tasks
3. Hard for competitors to replicate
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