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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 11. Over–Delivery

Exclusive product offering (EPO) doesn’t necessarily have to do with customization. Often, an experience can stand out as unique through a phenomenon we call over-delivery.

Think about the people you’ve met in your lifetime or the experiences you’ve lived. Which of them do you remember most? Which have you been most likely to talk about? Do any of them stand out because they were just “good enough” or because they were sublime in their mediocrity?

Probably not. We remember things and talk about them because they are distinctly intense and meaningful. They were funnier, more exciting, more poetic, more terrifying, and so on. In other words, they over-delivered on one or more aspects of human experience.

The goal of Conversational ...

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