Fun is underrated.
It's no longer enough to do a good job, provide good customer service or deliver on time. Those things aren't competitive advantages; they're the expectation. And since they're the expectation, you're not impressing anyone.
What isn't always the expectation, however, is how fun it'll be to do business with you.
Not just pleasant.
The noisier it gets out there, the less we should have faith in “business as usual”–because sometimes, business as usual is just that:
And the last time I checked, “the usual” didn't win any awards.