Small Things.

🌈 Abstract

The article discusses the importance of small things and how they can make a significant difference in various aspects of life, from customer experiences to personal interactions. It highlights examples from the author's experiences, such as the deteriorating quality of insurance cards and the contrasting experiences on different airlines, to illustrate how small details can have a profound impact.

🙋 Q&A

[01] Small Things Matter

1. What are some examples the author provides to illustrate the importance of small things?

• The deteriorating quality of the author's insurance card from State Farm, despite increasing premiums
• The contrasting experiences on Singapore Airlines and United Airlines, where the small details made a significant difference
• The author's efforts to respond to and help people in transition, even when they no longer had power or a big brand name

2. What is the author's key message about small things? The author emphasizes that small things matter and can make a big difference, whether it's in customer experiences, personal interactions, or marketing strategies.

[02] Marketing and Small Things

1. What insights does the author share about marketing and small things?

• Marketers often focus on moments of greatest attention and interest, such as life events or purchase decisions, to target their messaging and marketing efforts.
• However, the author suggests that instead of just focusing on these predictable moments, marketers should think about surprising customers positively and turning negatives into positives.
• The author provides examples, such as rewarding loyal customers by reducing their fees or upgrading their services, as a way to create a meaningful impact.

2. What is the author's key message about marketing and small things? The author argues that small, unexpected acts of generosity or positive surprises can have a greater impact on customers than traditional marketing tactics. By focusing on these small things, brands can create more meaningful connections and scale through word-of-mouth rather than just advertising.