Most product and design professionals have been directed to “wow our customers” at some point in their careers. But what does it really mean to wow customers? The business world throws around this word so often that it’s become a cliche, meaning little more than “let’s copy that other great company over there” or “let’s show off our cool technology.” It’s little surprise that many designers find themselves rolling their eyes when it comes to “wow.” But it shouldn’t be that way. It really is a good thing for customers to literally blurt out “wow!” as a positive reaction when they’re emotionally engaged. To rediscover what’s good about “wow,” however, we need to move beyond the cliche.