I'm always thinking about how to WOW the fringe customers in our company. How we do that is with surprise, delight and unpredictability. It's hard to do but I find the payoff can be amazing with customers who get what we are trying to do and love to play along.

So, which is more interesting: A vintage 1964 Porsche or a new Honda Civic?
Which is a better car?
If we think hard about the definition of 'better', it's pretty clear that on almost every measurable performance metric, the Honda is a far better car. More reliable. A better value. Able to drive faster, longer, in more conditions. Better mileage. Safer. And on and on.
So why do people pay more, talk more, gawk more at the other car?
Scarcity isn't the only reason. It turns out that perfection is sort of boring.
Airbnb isn't as 'perfect' as staying at the Hyatt (more variability, more ups and some downs) but it's certainly more interesting...
When a product or service benchmarks quality and can honestly say, "we're reliably boring," it might grow in sales, but it will eventually fade in interest, because the people at the edges, the people who care, are drawn to idiosyncrasy, to the unpredictable, the tweakable, the things that might not work.

A post from Seth Godin: Idiosyncratic