This Week’s focus: Surprise and delight your best people
There’s something magical about being recognized when you least expect it, especially when the recognition is real. No hidden agenda. No “lead in” to a pitch. Just someone seeing the greatness in you, calling it out, and honoring it.
The core concept: Unexpected, heartfelt recognition
There’s no stronger glue in business, or life, than loyalty born from genuine appreciation. We often chase it through incentives, polished branding, or elaborate retention strategies. But a personal, thoughtful gesture is better than any polished marketing plan.
It’s not about the size of the gesture. It’s about the heart behind it. When you authentically recognize someone’s effort, their courage, or their character, especially when they’re not expecting it, you forge a connection that’s deeper than any transaction.
This isn’t theory for me. It’s personal practice.
Every so often, when someone truly rises as a hero, whether for their clients, their community, or their family—I send them a Captain America shield. Yep, a full-on, metal, movie-worthy shield. Why? Because it’s a symbol. A reminder that they’ve been heroic. That they stood up and made a difference.
No thank-you card can compete with that.
Rarity amplifies meaning
Here’s the twist: the fewer who receive this kind of gesture, the greater the meaning.
This is not about blasting a mass “We appreciate you!” email or shipping out a thousand coffee mugs with your logo. Manufactured recognition is hollow. And people can tell.
Think of your gesture as a limited-edition release. If everyone gets one, no one feels special. But if you single someone out for something truly remarkable, the impact is amplified a hundredfold.
So this week, I’m challenging you to do one thing:
Identify one person, just one, who has gone above and beyond, and recognize them in a way that is symbolic, rare, and unforgettable.
No expectations. No follow-up request. Just the gift of your gratitude.
DO THIS:
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Choose someone who genuinely deserves it, personally or professionally.
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Think beyond the usual gifts. Make it something symbolic. Something that tells a story.
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Add a handwritten note. Make it personal. Tell them why they stood out to you.
NOT THAT:
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Don’t schedule a forced “Appreciation Friday” with balloons and slogans.
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Don’t send a mass email.
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Don’t turn this into a transaction. This is not a marketing ploy.
Real gratitude is quiet and powerful. It changes the receiver and the giver.
Why this works
We are hardwired to crave appreciation. As William James once said, “The deepest craving of human nature is the need to be appreciated.”
Yet in business, we often forget this. We’re so focused on growth, on sales, on performance, that we overlook the quiet heroes in our midst. The team member who solved a crisis at 2 a.m. The client who gave you grace when a project ran behind. The partner who opened a door for you without asking for anything in return.
These are the people who deserve to be seen. Not with the hope of more business, but simply because they are worth seeing.
Go deeper with the work
If you want to understand why this principle matters so much, check out these chapters:
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Get Different, Chapter 4 (pp. 77–85): Why standing out with authenticity is your best marketing edge.
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The Pumpkin Plan, Chapter 7 (pp. 111–125): Playing favorites with your best clients isn’t exclusion—it’s excellence.
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Clockwork, Chapter 3 (pp. 41–53): How your “Big Promise” becomes an emotional anchor for loyalty.
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Fix This Next, Chapter 7 (pp. 161–189): Shifting from transactional to transformational relationships.