Business Growth: Making the Ordinary into Extraordinary

I've just come back from Dubai as guest of Sheikh Maktoum.As you can imagine, with such a generous host, I experienced some magnificent moments.

But one of the most interesting occurred in my hotel room at the plush Madinet Jumeirah Resort.

Returning one evening, I noticed that sitting on my bed was a little booklet entitled 'Herbal Pillows'.

Opening it up, I discovered this hotel was offering me no less than 9 different kinds of pillows!

The Hangover Pillow, with a blend of juniper, mustard and peppermint inside it, used by traditional healers to reduce headaches.

The Tranquillity Pillow, with chamomile, ginger and spearmint.

There were Love Pillows, Dream Pillows, and Energy Pillows. And Meditation, Stress, Eye, and even Sun Sign pillows.

Now isn't that an amazing thing, I thought.

I am in one of the most expensive, opulent and spectacular hotels on the planet.

Yet one of the most impress

ive parts of this palace is a tiny booklet, promising me an extraordinary range of pillows.

It cost them hardly any money at all to create this unique service.

But it sets them apart from almost every other luxury hotel in the world.

Surely we all could come up with something like this for our own businesses. Something relatively cheap, but surprising, delightful and memorable.

What could be your equivalent of this Dubai hotel's pillow menu?

Sleep on it.

This article is written by Siimon Reynolds, teacher at The Fortune Institute