Going the extra mile is the greatest competitive advantage among all strategies.
Why?
When you go out of your way to delight your customers, it costs time and money. So most companies avoid doing it.
But if you have a plan in place to calculate the cost, you can execute it.
In the short run, they may not notice your work, but later you will attract customers who can’t stop speaking about your firm to others.
Note: Know your financial cost before execution.
At Ritz-Carlton, employees are empowered to spend up to $2,000 per guest to solve problems or create memorable moments — all without needing management approval.
One famous story is about Joshie the Giraffe.
When a young guest accidentally left his stuffed toy at the Ritz-Carlton in Amelia Island, Florida, he was heartbroken. To comfort him, his father told a little lie: “Joshie just decided to stay at the hotel for a few more days.”
Later that night, the father called the hotel and explained what had happened.
The staff found Joshie right away — but instead of simply mailing him back, they decided to make the story real.
They took photos of Joshie “enjoying his extended vacation” at the resort — lounging by the pool, getting a spa treatment, and even working at the front desk — before sending him home with the pictures and a note about his adventures.
That simple gesture turned a small mistake into a lifelong memory — and showed the world what “going the extra mile” truly means.
cc: “Joshie the Giraffe” Ritz Carlton