50 years ago, having a car that didn't breakdown as much as the next guy gave a manufacturer an edge.
Would you expect anything less today? No. Products need to work, they need to be easy to understand, and they need to be reliable. You need to be reliable. 24/7.
This doesn't change when entering the realm of software design. Meeting these requirements is not optional, it is expected. I'd say rise up to meet them, but it's almost like telling a runner they need to move their legs in order to participate. They are self-evident.
With me so far? Good. You've got your product working and you are prepared to help users 24/7, now what?
Focus on being irresistible. Craft a story for users to engage with, be fun, be authentic, courageous, and create as much opportunity as possible for your users to be head-over-heels for you. Specifically, head-over-heels for YOU and subsequently, your product.
If you want your software to exceed expectations, build an awesome brand.
Personified villains have hilariously made an impact on advertising. Think of character's like Mayhem, the chaos-curating nemesis of Allstate Insurance and their members. Or Mr. Mucus, the scumbag jabronie who gets his ass kicked by Mucinex on the regular.
What's the point here?
Your audience is your hero and heroes do their best when they fight a villain. This villain stands for everything your hero doesn't, they are at ends with each other. If you can identify this villain, you can give your hero tools to defeat them (products, services, training, etc.).
Who is your villain?
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
Go change the world you rebel.