A few months ago, we began an experiment. We offered a free book to anyone who agreed to post a 200-word review on their blog. We started with The Faith of Barack Obama by Stephen Mansfield. We had almost 200 people request books and almost 70% of them posted book reviews.

We were so pleased with the results, we decided to do it again. We offered Through the Storm by Lynne Spears. However, this time we required bloggers to post their review on Amazon in addition to their own site. We had slightly fewer requests and reviews, but we were still pleased with the results. Almost all the reviews were positive.

I watched in amazement this week as the stock market continued its downward slide. Every time I checked the news, I braced myself for increasingly dire reports. When the market finally closed on Friday afternoon, I breathed a sigh of relief, thankful that the DOW did not end below 8,000 points.

While the week’s drama had been unfolding on Wall Street, Gail and I were safely tucked away in the Rocky Mountains, spending a few days with several dear friends and industry leaders. Naturally, we talked about the financial crisis, but we also shared some wonderful times of fellowship. We spent most of our time talking about more transcendent issues—things that matter deeply to each of us.

When Apple introduced the original iPhone last summer, it was a complete WOW experience. People expected a new phone, but their expectations were shaped entirely by their previous experiences with cell phones. As a result, Apple exceeded the market’s expectations. The company reinvented the cell phone and WOWed the market.

Among other things, Apple redefined voice mail and Web browsing on a mobile device. The company married a phone to an iPod and threw in an amazing touch-screen interface to boot. The device has proven so popular that Apple has sold five million phones in the last year.

Recently, while on vacation, Gail and I saw two movies in the theater. (I’m not going to mention which movies, because whether you agree with my assessment is not the point.) Both movies sounded great. We eagerly looked forward to seeing them.

Unfortunately, we were disappointed in both movies. We left the theater regretting that we had made the investment in terms of money and the time.

As I have said before, we don’t need more books. Instead, we need better books. Specifically, we need books that “wow.†But what is wow and how can we develop it?

The first step is learning to recognize it. Most of us have experienced wow moments. We just haven’t taken time to think deeply about them.