I recently heard a story about a Paradise Bakery & Café general manager who earned the nickname “Cowbell Sandy” from her adoring staff.

It seems that a couple of years ago she started an incentive program to increase add-on sales of bottled water, cookies, and other high margin items. She worked with vendors to sponsor the prizes, ranging from iTunes gift cards to iPods.

My father-in-law is a restaurateur here in Denver. Several years ago, he took out a full-page ad in the local newspaper that read, “Take this ad to your favorite restaurant and receive $10 off dinner for two.” The ad did not specify the name of a restaurant or any contact information.

I spent a fair amount of time recently on TripAdvisor, Hotels.com, Yelp, and other websites offering hotel reviews. A majority of those reviews were written by hotel guests whose experiences were either very good or a very bad. It seems that when guests have an ordinary or typical experience, they’re not as motivated to write a review.

I was in New York City for a business trip a week or so before my 10-year wedding anniversary. One afternoon, I stopped by the Tiffany & Co. flagship store on 6^th Avenue to look at anniversary rings.

A thoughtful representative named Duncan showed me several rings as he explained some of the nuances of color, cut, clarity, and carat weight.

Recently, I had an epiphany. It occurred to me that the most important aspects of my job (and likely yours) are nonessential.

Think about it. Most jobs consist of a set of essential job tasks that define a job role. These tasks might be described as mandatory job functions—the bullet points that make up a job description.

Most of us acknowledge that when we’re performing our jobs, we are working.

But what many employees don’t often consider is that their jobs are made up of both mandatory actions that fulfill job functions (i.e., the bullet points on a job description) as well as optional behaviors that fulfill job essence—their highest priority (which, for most service-based businesses, is creating delighted customers).