So I’m standing at the service counter of the hair salon receiving the bad news that my usual stylist is sick today.

“What are you having?” the receptionist enquires. “If it’s just a cut everyone here is capable.”

Of course she’s right. Most clients don’t leave with blue hair they didn’t want. Most shop assistants can process transactions. Most nurses administer the right medication on time. Competence and efficiency are standard now. It’s what we expect but it isn’t what we care about.

Time and again the businesses that succeed find ways to be more than just okay.

Capable might get you to the end of a shift but it isn’t what’s valuable now.

Image by Ned Trifle.