The Invisible Line Between Enough and Extraordinary

There’s a line most businesses never cross. It’s the line between doing just enough—delivering the product, answering the query, checking the box—and doing something extraordinary.

Customer relationship excellence lives on the far side of that line. It’s the extra minute you spend listening. The follow-up note you didn’t have to send. The small gesture that says, “You’re not a number to us.”

Crossing that line doesn’t require a budget or a strategy. It requires intent. A choice to see the person, not the transaction. To ask, “What would make this moment remarkable?” and then act on the answer.

Enough is safe. Extraordinary is risky. But only one builds a story worth telling.