I missed last weekend’s newsletter because I’ve been working on a new direction for the Snafu newsletter and podcast.
I have something new coming very soon – and I can’t wait to share it with you. In the meantime, you can expect these weekly emails to continue, though the essay from me each week will likely be a shorter idea or thought to consider, since I’m pouring a lot of my creative energy into this new research-heavy content.
I spent the last three days filming for a client in Silicon Valley. We’ve been working on the creative brief for this client since October, and finally we’re on site with them capturing members of their team for what I anticipate is going to be an incredible video and brand narrative.
We’ve worked with them extensively in the past, and something I’m always appreciative of when we work with them is that if they are ordering lunch for their team, my crew gets included on that lunch order.
It seems like such a small thing, but the thoughtfulness of being included in our clients’ plans reminds me of why we love working with them – and why we routinely go out of our way to make sure that they’re well satisfied.
This is something that we do at Responsive Conference, which is to build in moments of surprise and delight throughout the event: safari animals, popsicles, a local Oakland bookstore selling the books of our speakers.
When you bake moments of delight into somebody else’s experience, you become unforgettable.
I recently re-read Will Guidara’s Unreasonable Hospitality and I skim his newsletter “Pre-Meal” every few weeks. I came across the idea that if you run a direct service business (I always think of Robin’s Cafe), try giving away a few dollars of product to one customer each day.
How much fun for the baristas behind the counter to get to decide who deserves that free meal, and how unexpectedly delightful for a customer once a day to get a free treat!
We do some surprise and delight at Zander Media. Clients are always surprised by how much fun we are to work with. And one of my goals in this accelerating AI era is to double down on those personal touches for our clients.
In an age of information abundance, the personal stands out. When we do more little things that require time and attention, people notice, and our businesses benefit.
