Is to be willing to do what others will not.

Apple was willing to put design in front of features.

Zappos was willing to ship free both ways and put culture before profits.

Amazon was willing to build a platform instead of a product.

The greatest customer service story ever told was about a company willing to do what others were not.

Remarkable doesn’t mean successful — one doesn’t necessarily lead to the other, but they sure seem to get along well together.