I am currently reading The Starbucks Experience, a book explaining the core Starbucks practices for creating an extraordinary customer experience. In chapter 1 the author explains how Starbucks partners (employees) go the extra mile to create an amazing experience for their customers.
It occurs to me that we should all strive to do this with our software products. So many software and web experiences are bland and boring. By making the extra effort to create extraordinary experiences for our users we can help take our software to a new level.
My work in the past with fantastic interaction designers such as Tricky and Tim Brooke helps me to realise that the potential is huge to go beyond the norm.