When was the last time you told a friend about an experience you had that was absolutely ordinary? A meal that was good. Customer service that was adequate. Nothing wrong . . . but nothing special, either. We sure notice when a product or service falls below our expectations, but give us just what we expect and we’re pretty underwhelmed.

Actually, we’re jaded. We don’t notice, let alone talk about, the ordinary. The expected. The good enough. We don’t get excited unless something extraordinary happens. That’s how we live our lives as consumers. But when we put on our marketing hat, we’re astonished that the marketplace doesn’t applaud our efforts every day. Truth be told, many organizations are satisfied with just delivering satisfactory results.

You don’t have to create a circus in your consultation room or have minstrels wandering through your store. You don’t have to serve gourmet snacks outside the dressing room. But you do have to find a way to infuse something remarkable into your product or service.

Now here’s the tricky part — it also has to be genuine. Consumers are not only jaded; they’re smart. They hate being manipulated, and they can spot insincerity a mile away. So a manufactured moment feels forced and insulting. The trick to creating the extraordinary is that it needs to come from the heart. The heart of the organization. Your brand.

It’s not as hard as you might think to take the leap to extraordinary. Take stock. Scrutinize every time you interact with a client and let your imagination off its leash. How could you change that moment and go beyond “good” to reach for “spectacular”? What would feel special and genuine from both your customers’ and your employees’ points of view?

What could you do that’s worth talking about?

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.