I love to-do lists. They help me get things done efficiently, and I derive great satisfaction from crossing off those tasks. Sometimes though, I get done only what I’ve written down to do. This isn’t a problem when it comes to household chores, but professionally, if I’m just getting done what needs to get done, I’m not thinking about what I could do above and beyond to make my client’s experience even more special.

Then I see an example of a company going out of its way to create a memorable event and an extraordinary customer experience, like Coca-Cola did in this video, and I can’t wait to rip up my confining to-do list and start thinking bigger picture.

Even when those college kids in the video hear negative press or frightening facts about Coca-Cola, I’m betting they’ll always think back to that cafeteria encounter with the brand and say, “Yeah, but remember that one time…”

Yes, to-do lists have their place, but now I ask myself, “Are you simply going to provide the Coke the client paid for, or are you going to overwhelm her with free flowers and a pizza, too?” What will you choose to do for your customers?