My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Back to Beliefs
Generosity begets generosity
Evidence
Cornell study showing 18% higher tips with mints, cognac gesture creating customer loyalty, Chewy flowers leading to lifetime customers
Implication
Small investments in customer generosity create disproportionate returns through reciprocity principle
Counter Belief
Customers take advantage of generosity without reciprocating
Example Application
UPS store comping $40 worth of services daily creates customer stories and loyalty that generates more value than the cost