Tuesday Email: Inspiration happens when experiences exceed expectations

Happy Tuesday!

Every Tuesday I'd like to offer strategies for the week ahead and a thought to fuel your action.

Why do we remember a stranger's kindness for decades but forget a colleague's name after five minutes?

The answer lies in something psychologists call "peak-end theory"—we judge entire experiences based on their most intense moment and their conclusion. In business, we're so focused on consistent service that we've forgotten the transformative power of a single, unexpected moment.

Sarah's golden retriever, Max, had been her companion for twelve years. When he passed last spring, the grief felt unbearable—that unique emptiness that only pet owners understand.

Three days later, as Sarah sat surrounded by sympathy cards, her doorbell rang. The delivery driver handed her a beautiful bouquet with a simple note: "We're sorry for the loss of Max. With sympathy, Your friends at Chewy."

Sarah had simply called to cancel Max's monthly food delivery. She expected a quick transaction. Instead, she received something that stopped her in her tracks—not because of the flowers themselves, but because someone had seen her pain and responded with genuine humanity. That $25 gesture didn't just create a customer for life; it created a storyteller. Sarah has shared this story dozens of times, each retelling strengthening Chewy's reputation in ways no advertising campaign could match.

This reveals something profound about how we mistake efficiency for excellence.

While we optimize for retention rates and portfolio performance, our clients are seeking something deeper—moments that make them feel truly seen and valued. We measure success by the wrong metrics, thinking that smooth operations automatically translate to raving fans. But clients aren't looking for perfect execution of routine tasks; they're craving experiences that positively shake them and stick with them long after the transaction ends.

The challenge is that habituation works against us. When we perform the same tasks repeatedly, we stop noticing the friction points that clients experience for the first time. We become like residents living next to a busy highway—we no longer hear the noise that visitors find deafening.

To us, an account transfer is routine paperwork. To the client, it's an anxiety-inducing black-out period where their life savings seem to vanish into thin air. We know what will happen; they're experiencing uncertainty for the first time.

These moments matter more than we realize. Psychologists call them "moments of truth"—high-stakes, emotionally charged interactions where your promise is tested and lasting impressions are formed. It's that phone call when markets are volatile and a client needs reassurance. It's the meeting where they're sharing their fears about retirement. It's the follow-up after they've expressed frustration. These aren't just service touchpoints; they're opportunities to demonstrate that their concerns genuinely matter to you.

The beauty is that extraordinary experiences don't require extraordinary budgets—they require extraordinary attention to human emotions.

When you inject genuine care into these pivotal moments, you become like the mechanic who draws simple diagrams to explain repairs. Customers may not understand the technical details, but they remember feeling respected and informed, making them your most vocal advocates at neighborhood gatherings.

Think about your client relationships.

When someone calls with concerns, do you hear another task to complete or an opportunity to demonstrate that their worries matter? When they're going through a major life transition, do you see it as a chance to update paperwork or to provide the emotional support they desperately need during uncertainty?

The most successful firms understand that memorable service isn't about random acts of kindness—it's a systematic capability.

They invest in training that goes beyond technical knowledge to include emotional intelligence and anticipatory service.

They empower employees to exceed expectations and recognize that when team members feel valued and meaningful in their work, they naturally create conditions for client inspiration.

In an age where AI handles routine tasks and creates unprecedented efficiency, our competitive advantage isn't in what we automate—it's in how deeply human we choose to be.

The question isn't whether you can afford to invest in creating memorable moments; it's whether you can afford not to. Because somewhere, right now, a client is experiencing their "max moment" with your firm. What story will they tell?

The best is ahead!

-Matt