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This is the second installment in a series titled \u201cBetter Than Normal \u2013 Designing Transformative Experiences,\u201d which\xa0will provide tools to help you position your employee and customer experience for relevance in a COVID-19 and post-COVID-19 world.\nI have been busier than I\u2019ve ever been before during the pandemic, but in those rare moments of reflection, I have been able to evaluate what brings value and what was simply a habit, and your customers are doing the same.\nFor example, I used to live in hotels and on planes, but I\xa0 haven\u2019t struggled with getting my carry-on out of an overhead bin in months, and still business soars. Was all that air travel purposeful?\nI am hoping my dry cleaner misses me because I was a loyal visitor when I wasn\u2019t on the road.\xa0However, in the last few months, I haven\u2019t had much of a reason to stop by. I\u2019m not saying that planes, hotels, and dry cleaners aren\u2019t important, I am merely suggesting that in this \u201cbetter than normal\u201d world we\u2019re living in that all of us are given a chance to question decisions that used to seem reflective. It\u2019s Monday, and I am home, I\u2019d better go to the dry cleaner?\nLet\u2019s imagine your customers reflecting on the purposefulness of your business in their lives? How much of their purchases are driven by habit? How are you faring?\nOk, those are unpleasant questions, so let\u2019s try something more positive. What might you do to increase the likelihood that customers will see the purposefulness of your offerings?