This document contains 5 stories that illustrate ways companies can delight customers. The stories include: 1) Zappos providing free shipping for a customer who couldn't return shoes due to a family death. 2) Zappos covering tolls on a highway during Thanksgiving. 3) Zappos locating and delivering shoes to a traveler whose favorite pair was out of stock. 4) A auto repair shop sending a handwritten thank you letter that generated positive reviews. 5) A hotel staff creating photos of a toy left behind by a guest continuing its "vacation" to comfort the guest's child.