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Many clients say they want to create a feeling of “wow.”

But, there is a spectrum of wow experiences, and it is important to find the right place on that spectrum for your business, product or service.

On one end is the, “OMG, I couldn’t believe it, it was sooooo cooooool” kind of wow. This is a fun sort of wow and best experienced in person. However, “OMG wows” tend to be momentary in nature; the power of the experience, while intense in the moment, fades quickly away. Also, it is very hard to convey the full feeling of that kind of wow to other people – too much is lost in the translation. “You had to be there” is hardly a way to convey the impact of that wow moment.

We came across a fascinating workplace story in The Washington Post by Teresa Amabile and Steven Kramer, authors of The Progress Principle.

Over the past 15 years, the team has tracked diary entries of 238 executives in 7 different companies.