I am riffing off of yet another Seth Godin posting, but the point I want to make is slightly different.
All the spectacular is located in the last 11%. (I use 11% over 10 since a 90 is usually still an A!)
Doing something fine - that's B work. B work is good work. So much of what we experience is so dismal, that B looks pretty good.
But to knock your customers out - you need to do A work. And A work is not just a percentage better, it is logarithmically better.
An A employee is logarithmically better than a B employee
An A product is logarithmically better than a B product
You want your business to be in a place where price is not a problem - you got to have an A product...and A people.