As the year draws to a close, I’m reflecting on what impact I had this year. On my husband, my kids, my clients, my suppliers and my prospects.

I wonder …did I do everything I possibly could during those interactions to add value, to be kind, to be generous, to add positive pages to the story they will tell about me..?

Once upon a time, meeting expectations was enough for a business to be considered ‘doing well’. If every meal was served piping hot, served in a timely fashion, with a smile—the restaurant owner won. If the stylist was on time, didn’t pull or burn your hair and said ‘thank you’ as you left it was a ‘good experience’.

Now, efficiency is expected. It’s the minimum requirement for operating any business.

Good is the new average. Good is ‘fine’.

But who wants to be ‘fine’?

Or ‘good’?

Now, only the exceptional will survive and thrive.

Your goal isn’t just to satisfy customers. It’s to give them a story to share.

What is that story?