» Pick key moments to surprise and delight audiences » Identify how to personalise the interaction with audiences » Provide a reason to make the reward feel extra special

Research. In a restaurant, tips increased by 3% when customers were gifted a mint and by 14% when given two mints. Even more fascinating is if the waiter gives one mint, starts to walk away from the table, pauses, turns back and says, “For you nice people, here’s an extra mint,” there is a 23% increase in tips.

Strohmetz et. al. (2002). Sweetening the Till: The Use of Candy toIncrease Restaurant Tipping

“Every gift which is given, even though it may be small, is in reality great, if it is given with affection.”

Pairing . Try combining with (C8) Self reference effect.