I read that Walt Disney always liked his "imagineers" to keep pushing the envelope - increasing the value they generate.
Whenever they would do or create something, he would always exhort them to "Plus it!"
One story is that, after Disneyland opened, Disney wanted to spend $350,000 to create a Christmas parade on Mainstreet. His accountant objected, saying that customers will already be in the park and won't be expecting it.
Disney replied that that was the reason they should do it (it wasn't expected).
Especially in this age of global competition and attention scarcity, how are you pushing beyond the expected to shower your customers and prospects with value?