It’s true that many great experiences are built out of many moments, many iterations, but it’s a grave mistake to try and be remarkable all the time.

The remarkable experience you seek to create is way more likely to be successful if the journey you take your customer on is mostly expected and occasionally remarkable.

Your customers expect what they’ve come to expect. They expect the usual kind of whatever you’re selling. If they get the usual kind with a twist, then they’ll tell their friends. Your job is to make sure the twist is delightful.

If you make the mistake of thinking that everything should be remarkable then you run the real risk of abandoning all the tropes that help you customer understand what it is you do, what it’s for, and how it fits into their world.

The daisy-chain that links the remarkable moments together, that should be made up of the expected, the ordinary, the usual-kind.