You could kid yourself and try to hire “great” people. People who are always on form, who never have a bad day, who are Jedi-zen-emotional masters. But they don’t exist. Instead you could design interactions so that everyday people like you and me can consistently create great experiences.

That means designing them. That means asking “who’s it for?” and “what do they expect?”, and then looking for moments where you can deviate from their expectations in a way that creates delight, moments to zig when they expect you to zag.

Look for moments of transition that you can turn into a moment of celebration.

Look for customer milestones that you can turn into moments of status they’ll want to talk about.

Look for the small moments that your customers aren’t even aware of, that are invisible to your competitors and turn them into big moments worth talking about.

Sit down, map it out, design it, do it on purpose. Ordinary team members creating extraordinary experiences for every customer, every time.