In today's world the market is flooded with offerings, some of them are great and others are terrible. But, there's enough people trying - that just having a spectacular product or service isn't enough anymore. You need to go beyond just an amazing offering and create a one of a kind experience that truly brings your offering to life for the customer.
When you're designing a new offering or just rethinking a current offering you should consider the whole that the customer will experience and how that affects them. One of the easiest examples is a restaurant. When you walk through the door the decorations and atmosphere should immediately set the stage for what's to come. You're seated and everything from the chairs, to the table cloth, to the lighting helps further the image that's been set.