In these tense economic times, job seekers are constantly told by experts to bring something extra, stand out from the crowd. “It’s the added value that’s the difference,” they’re reminded, between being hired and being forgotten.

Of course the experts who haven’t been “out there” have wacky ideas on standing out. One newscaster reminded job hunters to “wear a clean shirt” and “share your experiences about backpacking in the Amazon.” Wait, let’s write that down!

An enterprising job seeker had a better method. The company he’d targeted needed to launch a quarterly newsletter, but they’d left the post open for a year. “I’ll show you how I’d do it if you’ll give me a tryout,” he said. Dubious, the hiring manager agreed to the audition and was instantly impressed. The job seeker showed his immediate worth, drafting a newsletter format and suggesting ways to promote it. His bold move showed the company the value of its newsletter idea – which was upgraded to a weekly edition – and the value of having someone experienced to handle it.

“Show me the money,” Jerry Maguire yelled. More likely, show me the value…of a product, a service, or a better way to go. Your employees illustrate that every day.

Have you paused lately to consider and comment on their value, for the moment and for the future?

The credit card commercial’s catchphrase tells us to blithely charge all those pesky expenses like clothing, computer accessories, or even hot dogs at the big game – just pay right there with a swipe of this card. But it also reminds us that some things can’t be paid for with plastic, the “priceless” experiences like sharing the fun of that game with a favorite friend or beloved child.

“Priceless” – meaning you can’t put a dollar value on it – can apply to everyday experiences, too, from a double rainbow in the summer sky to a brilliant idea for making your business more efficient. Not every idea qualifies as priceless, but the flow of ideas and opinions is an asset no credit card can pay for. When a customer seeks you out with an idea for something he’s thought about, it demonstrates how much he not only values your service but wants to see you do better. An employee’s suggestion tells you she’s thinking on, and off, the job.

You may need to streamline and tweak the ideas you’re offered before putting them into practice, or you may find them naive or impractical for your business. No matter. The value of input by those paying attention to what you do is indeed “priceless.”

What ideas are you hearing that will keep customers, employees, and you smiling?

“What’s this worth?” It’s the question at the heart of Antiques Roadshow. No matter how junky or strange the item, no matter how useless it appears, everyone’s hoping they’ve scored a prize worthy of a giant price tag or a spot in the Smithsonian. The real value of anything is in the mind of the buyer or customer. A visit to eBay tells you the same thing. A buyer recently bought a vintage needlepoint design first manufactured in the 1970s. She’d stitched one for a friend while in college but always regretted not making one to keep. The original price on “Siamese Cat in Wicker Chair” was about $8, but she happily bid four times that amount as soon as she spotted it online. “I had to have it,” she explained. “It’s as lovely as I remembered and brought back the happiness I felt when I first saw it years ago.”

If value is intangible, especially in business, the memory of value is even more elusive, but is the key to success. A returning customer recalls that he’s been treated well and values the ease of today’s transaction. In a crazy-busy world, the value of that reassurance beats any treasure on Antiques Roadshow. How do your customers rate their repeat experiences with your business?

A small business owner who’d had success selling online decided to expand, opening a real bricks-and-mortar shop. Yes, it’s the reverse of so many companies, but she missed the in-person connection of retail. Friends, colleagues and family all advised against it. “Your customers are all over the place, yet this would be a local store!” “Your online business will suffer if you’re busy doing sales in person.”

She plunged ahead with a small but bright storefront sandwiched between two offices. Her grand opening brought a huge crowd, virtually all out-of-towners. She’d invited her online customers for a special weekend of shopping and fun, and had issued invitations months earlier, even arranging for hotel and restaurant discounts, offering those merchants discount vouchers for her business in return.

The bustling crowd created a buzz and curious local shoppers stopped in, too. The shop was a go, a companion to her virtual store. Even when faced with predictions of negativity, she’d stayed true to her vision. With long-term prep and a touch of imagination, her perseverance paid off.

When a new idea for improving customer service draws thumbs down from those around you, can you try another angle? Then go for it! Your own instincts are the best map for staying the course.

The ultimate illustration of perseverance in action took place 31 years ago this month. At the Lake Placid Olympics, a youthful team of amateur hockey players, clad in red, white and blue, skillfully defeated the long-established “Big Red Machine,” the Soviet hockey power. The victory electrified the nation and left observers wondering how the Olympians did the impossible. No one could beat the Russians!

But they had, and not by luck or timing but sheer, repetitive effort. Their savvy coach worked the players so hard, their resentment and desire to “show him” helped them jell into a team. Pride pushed them to display ever-greater effort. Fine tuning their game plan, they didn’t consider the possibility of defeat because they were staying on point, building on each day’s efforts. After the thrill of beating the Soviet team, they remained focused, with a single opponent remaining between them and the gold medal. (Impress your friends by knowing this answer: After beating Russia, the US team beat Finland for the gold!) Their remarkable feat remains unmatched. Today, those former players still cite pure perseverance as the key to their success.

When your customer service efforts seem to be going nowhere, do you refocus like an Olympian on your goal of a better connection? It can be closer than you think.