Dan Heath: Build Peaks, Don't Fix Potholes

When we look back on our experiences, we remember moments. Great experiences hinge on peak moments. For instance, the Magic Castle Hotel in Los Angeles is a pretty average-looking place, yet it is ranked on TripAdvisor as one of the best hotels in the city. Why? Because they understand how to create special moments. If we want to improve the experience of the people we serve, we need to stop fixing potholes and start building peaks.