Singapore’s Changi Airport doesn’t have the most runways (in fact it only has two), but it does have nature trail complete with sunflowers and butterflies. It’s also known as one of the best airports in the world.

The tiny bakery in Hastings on Hudson has a rolling pin for a door handle. Even before you set foot inside you’ve been given a clue about what to expect, and you know it will be nothing but good.

Packaging of household cleaners was traditionally clinical, Method made it beautiful.
And Apple elevated earphones from utilitarian objects to accessories, just by changing them from conventional black to white.

When you go the extra mile people will know, and that knowing changes everything about how they feel about what you do.

Emotional points of difference matter. They show people that you care. They mark out brands that stand for something, shape cultures and create followings of loyal customers and brand advocates that no amount of advertising can buy.

What’s your emotional point of difference?

Image by Steel Wool.