Our morning breakfast

Like most late Sunday mornings, we have German pancakes for breakfast. And like most Sunday mornings, Michael takes pride in making them. The crepe-like pastries are baked light, come out puffy and have a hint of sweet and savory flavors due to the use of butter in the pan, a squeeze of lemon and a sprinkle of powdered sugar. Today we were fresh out of unsalted butter (I forgot to buy some), so he used margarine. On the plate they looked a little more lumpy, but didn't seem different than normal, until I tasted it. Not so moist, and not flavorful. That's odd–how a slight change in one minor ingredient (two tablespoons of butter to grease the pan) could've changed the form, texture and taste of the dish. I guess those teeny tiny details are important and they really can make a difference.

I wonder if that's what German-born American Architect Ludwig Mies van der Rohe meant when he said, "God is in the details." That an inspired creation needs as much attention to its details as to its overall plan. The strategy and concept may be great, but detailed execution is absolutely necessary.

Those little details seem minute, but they are sometimes the reasons why people choose item A over item B.

When consumers buy, they are looking for value. That doesn't mean they are looking for the cheapest solution, but for the most part they want the most bang for the buck. And if that means they get more emotional fulfillment for the dollar, then a sale is made.

If missing a small ingredient can throw off a whole recipe, than adding a little detail can turn a product into a masterpiece.

Isn't that what we're all looking for? That 'one little thing' that turns a good idea into a great solution? It's the unique shape of a Riedel wine glass that makes our wine taste better. Its Westin's Heavenly Bed that make a hotel stay more relaxing than at home. And although Mighty Tea Leaf is not the only organic tea, it's because it's the only one with the silk tea pouch that allows tea to be more flavorful.

These products and services cost more than their competitors, and yet they are still making the sale. Why? Because the details are compelling–they are prevalent in their overall messaging and they add value to the offering.

For instance, notice the messaging from Mighty Tea Leaf who "created the silken Tea Pouch™ with the world's finest whole tea leaves, herbs, fruits and spices too big for ordinary tea bags." Their Web site goes on to say, "Without glue or staples, our unmatched process allows for larger whole leaves, without limitation to size, translating to an unsurpassed tea experience. Feel good about drinking our tea pouches knowing that they are 100% biodegradable." And yes, I think their Chamomile tea ($10 for 15 pouches) tastes so much better than Fresh & Easy's Chamomile tea ($2.15 for 21 bags). I don't know if it's because of the silken bags, but it sure adds value to my tea-drinking experience.

Its those outstanding little details that create good memories. The beautiful engraving on a business card. The friendly way a receptionist answers the phone. When the chef comes out to see if the meal is suiting you and offers to make things better.

When your audience asks, "what's so special" about your product or service, there better be a positive little detail there to make your customer think of you.

Because otherwise, your audience will remember the smallest details on what creates bad memories. The flimsy and cheap-looking business card. The rude tone from the receptionist. When the hostess doesn't even acknowledge your presence in the restaurant or forgets to say 'thank you'.

Or the difference in my german pancake without real butter. I wil definitely remember to stock the fridge with a stick before next weekend.