Wow! There is something in here for everyone. Business, education, government, personal - quality content, thought provoking solutions. BUILD PEAK MOMENTS. "We all have a superpower we are not using" - so simple! Highly recommend.Updated 9/12/2019I highly recommend this book. It’s presently at the top of my list for 2019 reading. Chip & Dan Heath take you through some very basic concepts that are easily implemented. The stories they share are relatable and real. I’ve listened to a number of interviews with Dan Heath where he shares some of the same information and two recurring themes I find incredibly powerful are:1 – Creating moments is like a superpower we all have that we are not using right now2 – Beware the soul-sucking force of reasonablenessThe Magic Castle Hotel story is incredibly thought provoking. This place has reviews through the roof and has won numerous prestigious awards. It’s an old 1950s apartment complex and there is nothing amazing about the physical plant. The experiences however, are AMAZING. Magicians walking around, FREE snacks (and not airline size – think full sized supermarket bags), a phone by the pool where kids can call and get popsicles delivered to them by a white-gloved server on a silver platter, and much more.After you are fully amazed by the experiences at The Magic Castle Hotel – the Heath brothers get you thinking about typical discussions around the conference room that go like this: (this is all in the book – these are my words & memories from reading – a few of the scenarios I thrown in my own “voice of reason” scenarios – the Ideas are realities at The Magic Castle Hotel)Idea: “Hey we could have magicians walking around performing magic tricks for the kids”Voice of Reason: “Yeah that would be nice, but what if guest attendance was low and there weren’t any kids around – we’d be paying them to do nothing. What if one of these magicians upset a kid? Anyway, kids don’t like magicians any more – they want to see videos – we could save money by having a TV screen in the lobby that we call the ‘Magic TV’ and put some magic videos on it.”Idea: “Hey we could put a red phone outside by the pool and whenever someone picked it up a person would answer and take their order for a popsicle and then we could have someone in a butler suit with white gloves come deliver it to them poolside on a silver platter.”Voice of Reason: “Great idea, but how would we staff that? What if we were busy and nobody answered the phone and a kid was upset? Aren’t popsicles choking hazards? Butler suits are cool, but then we are asking our employees to do something different and keep up with a whole new uniform standard. How about we just put a cooler out by the pool with a sign above it that says “FREE Popsicles.”Idea: “Hey we could have a snack list for kids and whatever they wanted at anytime they could get for FREE, and it wouldn’t just be a small snack – it would be a legit sized bag of whatever they wanted.”Voice of Reason: “I like that idea, but think how much money we could save if we did smaller portions – also that would be healthier for the kids. Actually now that we’re thinking about it, should we be giving away free food? – what about liabilities? What if a child ate something and had an allergic reaction? What if the snack they wanted wasn’t on the list and they got upset.”It’s comical when you look at these powerful moments from the reverse point of view. We’ve all been in meetings where someone is hell-bent on defending the status-quo; or comes up with multiple alibis for failure. STOP THE INSANITY! The biggest brands, the truly trademark companies, the ones making the $$, getting the reviews, the ones that have the raving fans – they have crossed over the reasonableness boundary and are thinking outside the box, breaking the script, and making the ordinary extraordinary.Thank you Chip & Dan Heath!