Three examples of how & why the little things matter


A good friend of mine only uses UPS to ship packages. Why? His dog can hear the UPS driver from a couple blocks away and gets excited. The UPS driver brings doggie treats. The FedEx driver? Not so much.

That’s a loyal UPS driver not because of delivery, or price, or convenience. But because of doggie treats.

A former colleague was loyal to the point of bragging about a particular office supply shop. She rarely visited, and instead placed orders via phone and online. Why? Every time a box arrived, it had her order, plus an invoice, plus a little Ziploc bag of candy. Just a couple pieces. But it made her happy.

She could have bought those office supply commodities anywhere. But she bought forever from only that small office supply shop. Because of candy.

If you enter the Norton Building in downtown Seattle, you’ll be greeted enthusiastically by the man behind the reception desk. These desks exist in many office buildings in many downtowns across town and across the country, but most are staffed by gruff men and women who grudgingly speak only when spoken to.

At the Norton building, he remembers your name. He remembers what you said you were going to do over the weekend.

I’ve heard of four companies who renewed their lease in this building and booked events at the top floor Harbor Club in part because of that attendant.

The little things matter. They are material. They will make you money.