From Seth Godin: A simple fill in the blank for creating a remarkable service, partnership or experience:
"I was pleased that I got what I paid for, that the food was properly cooked, that they honored their contract, that the roller coaster worked, that there was no trash on the ground and that the staff looked me in the eye. But what really blew me away was _____"
By definition, whatever goes in the blank is an extra, more than you had to do. But what you must do to be considered remarkable. (Remarkable is what we call something we remark on).