Phil,

The difference between a "WOW" feature and just any old feature is what the affect the "WOW" feature has on sales. If you have a product/service that is #1 in your industry you probably have a "WOW" feature of some type. If you're #5, you probably have a decent product/service but nothing really special. Sure you sell a few of them but you don't have anything that is appreciably better than anyone else. You can ask customers what the "WOW" factor is for your products/services but most probably won't give you anything beyond some generic phrases like "it works better", "it's cheaper", "I buy it because I like the sale's person", stuff like that. Statements like these don't signify the presence of a "WOW" factor.

Domino's 30 minute guarantee was a "WOW" feature. It was demonstrateably superior to what the competition offered, which at the time was no guarantee at all. The power of that one simple "WOW" feature created an empire.

Now not everyone is trying to build an "empire" but having one cash cow certainly makes life much easier.

Yeah, Phil you could ask customers what "WOW" features your products have, but if they aren't telling you already (or you already aren't aware of them) you probably don't have them.

Take care,

Mike Winicki