According to Seth Godin, what was once conidered incredible, is now run of the mill. The challenge to small business owners in finding new ways to surprise and delight your customers, particularly in competitive markets.

My favorite eye doctor, Dr. Jeremy Ciano at Revolution-Eyes always has fresh coffee and Godiva Chocolate.  He has a play area for kids and computers in each exam room so you can check your email while you wait for him.  I go to Dr. Ciano because he is the best at what he does; a contact lens specialist, he is routinely the first in the city to offer new treatments and products.

I value his expertise, but it is his service which I talk about.  .

What do you do that is exceptional?