The Power of Surprise + Delight
emotion as currency and the impact of making people feel seen
Today, brands that truly stand out are those that create memorable, emotional experiences for their people.
Small acts that go beyond expectations to foster genuine connection and trust are gonna go the distance for any brand that seeks to have longevity.
A couple of days ago, I was listening to the Founder of Bumble, Whitney Herd, on a podcast talk about the early days of the business.
I was locked in when I heard her say that she would send flowers to users who experienced a breakup. I heard her say that she even sponsored floral arrangements for Bumble weddings. Personally, I think a lot of big brands sleep on small, personal initiatives like this.
These kinds of gestures create emotional bonds, Whitney Herd was turning a dating app into a brand that genuinely cares about their user’s lives.
To that same point, Unreasonable Hospitality, by Will Guidara shares how he put Eleven Madison Park on the map. It wasn’t just about an amazing dinner, it was about a personalized experience, where you happened to be served a meal prepared to Michelan quality.
Guidara would elevate the experience in the restaurant with initiatives like:
Offering unexpected complimentary surprises. For example, if a guest was visiting from out of town and casually mentioned that they didn’t get a chance to eat a NY-style pizza on their trip, it wouldn’t be unheard of for the staff to fetch a pizza during the service for them.
Another example, the last time a close friend and her husband ate at Eleven Madison Park, they mentioned to their server, they were getting read to visit Japan. By the time the service was over, the staff had typed *TYPED* a whole list of their favorite recommendations in Japan.
It’s the personalization and attention to detail that makes an experience unforgettable.
The experience economy has entered the chat
Where people are now prioritizing memories and special moments of connection over simple products or services. Experiences forge emotional connections, and that’s simply the truth.
In this age of heightened connection, Surprise + Delight initiatives are not optional, they are literally mandatory for brands seeking to stand out.
Using emotion is the secret sauce…
While logic and features may initially attract attention, it’s emotion that ultimately drives purchasing decisions. People want to FEEL something when they engage with your brand.
Seth Godin’s book ‘This Is Strategy’ talks about how deeply important it is to realize how emotions drive behavior. This passage made me think about how our systems and strategies inform what we do.
He says, “Once our basic needs for food, shelter and health are met, most people dance with three conflicting desires….
…If you want to understand why someone makes a choice, look for what people actually want, not only the proxies and substitutes they say they want.”
PERIOD. How can we develop and fine-tune our sixth sense, to get to the actual desire of our audience, rather than what they say they want.
Understand the emotion that drives our audience’s actions is an art form. We must pay attention to the subtle nature of our behavior.
Once we understand how to invoke deep emotion (nostalgia, joy, bliss, wonder, empowerment, etc) we unlock a different kind of interest and loyalty.
Think about it, have you ever had a friend that was super emotionally invested in a brand and they just would not shut up about it? People who are emotionally invested is a top-tier (or the best) marketing strategy.
Word of mouth is the OG influencer. When your product/service/brand sparks an emotional bond with your customer, word of mouth is inevitable.
You can consider Nike as a GREAT example. I mean, their latest women’s campaign that premiered on Super Bowl Sunday. Idk about you, but it struck a chord for me. The positioning of their stance on women’s sports and empowering women to take ownership other athleticism spoke way louder than trying to preach about how great their shoes are.
You should care about the details…
S+D fosters real connection
Small, unexpected acts show that your brand genuinely cares. When customers receive a handwritten thank-you note, a personalized gift, or an unexpected upgrade, they feel valued and seen.
It makes the plot more interesting
Unexpected gestures transform routine interactions into stories worth sharing. These moments often become part of your brand’s narrative, reinforcing positive associations.
And it builds a loyal consumer
When your brand consistently surprises and delights, it builds a reservoir of goodwill. Customers are more likely to stay loyal, recommend your brand, and forgive mistakes because of the emotional bond you've cultivated.
If I was in charge of your S+D…Here’s what I would do.
Boutique yoga studio: Simple but effective. Surprise custom hoodie for milestone classes, and personalized notes for birthdays and life milestones (graduation, marriage, etc). If someone was getting married at the studio I would create a custom bridal crewneck. Similar to the Parke Bridal line that launched today.
Nike: For those that finish a Marathon in Nikes, Nike would send a personal email to congratulate you on your feat with a pass to redeem a recovery session (acupuncture/massage/etc) at one of their Nike affiliated recovery centers. This doesn’t exist yet, but should. Think of something like Remedy Place, but created by Nike.
Sweetgreen: For loyal salad-lovers who always get the same salad, I would reward them with milestone salads (lol) with a dessert that compliments their favored flavor profiles of the salad they typically get. That way we acknowledge their loyalty, they get a little sweet treat, and it shows the customer that we truly see them and recognize their taste!
Incorporate Surprise and Delight Into Your Brand
Know your ppl: Understand their preferences, milestones, and passions.
Get real: Know your people and know that small gestures should feel genuine, not forced. People can suss out if it’s fake, trust me.
Personalize it!! Tailor surprises to individual customers’ interests. Hand write their name on a card, people love it.
Create space for spontaneous moments: Random acts go the distance. If you’re a studio manager at a fitness studio and you notice that someone in your yoga class is stressing about their parking meter, go out and surprise them by putting a couple quarters in the meter. It will mean the world.
S+D isn’t just nice, it’s actually a requirement
Today, the need for connection is more dire than ever, and brands that see and sustain this need through attention to detail, witnessing their people, creating community and truly seeing others will win brand loyalty.
Small acts of kindness sound obvious, and dare I say, like common fucking sense, but trust us. More brands get lost in the sauce and succumb to motivation by $$$.
Know that the little things actually do go a long way, and it’s important for us to not overlook the things that seem easy to brush over.
By integrating surprise and delight initiatives into your personal brand strategy, you’re not just providing a service, you’re actually creating an experience that people will remember, cherish, and talk about.
If you’re asking me..it is truly the tiny moments that have the most profound impact.
Now go out there and change the world.
xo,
J
Love this!