Why Good Enough Is Never Enough—The Hidden Power of Wow Experiences

People aren’t hungry for more information—they crave experiences that surprise, delight, and feel deeply meaningful. Every so often, you encounter something—maybe a sunset, a book, or a conversation—that knocks you out of your routine and makes you pause. Your phone might buzz, but you silence it, caught up in the moment. Maybe you’re with friends at a concert and the first chord of your favorite song sends a chill down your spine, or you try a new bakery and the flavor of the bread absolutely stuns you. That’s wow.

Most of us have felt moments like that, but rarely do we stop and tease apart what made them so special. When experts dissect wow, they find ten repeating elements: surprise, anticipation, resonance, transcendence, clarity, presence, universality, evangelism, longevity, and privilege. Often, these moments surprise you, touch something inside, or make you feel like you’re part of something bigger. They stick with you long after, and you can’t help but want to share them. These are more than happy accidents—they can be purposefully engineered.

In product design, remarkable leaders understand that good enough is never enough to inspire loyalty or excitement. The psychological principle is “peak-end rule”—people remember standout moments, not averages. The energy spent creating wow experiences pays off by cementing emotional connections, fueling word-of-mouth, and making people eager to return. Anyone can mindlessly deliver something passable. It takes conscious effort, reflection, and courage to build wow into what you offer—but that’s exactly what sets you apart in a crowded world.

To truly engage and inspire those around you, start by reflecting on the moments that genuinely moved you—whether it was a heartfelt compliment, an amazing customer service experience, or a family event that left everyone buzzing. Look for the traits that made those experiences special, then pick one project or relationship you want to enrich with a wow factor. Experiment by adding an unexpected gesture, a thoughtful touch, or a little magic to what you deliver. As you do, you might notice people light up, share your work, or keep coming back for more. Don’t settle for routine—aim for those unforgettable moments, and watch how others respond.