Don’t underestimate the power of an unforgettable experience.
Let me tell you a story about Robert, a server at Fleming’s in downtown San Diego. My then-boyfriend (now husband & co-founder of brandch) and I were out for dinner, and Robert delivered what was, hands down, the best dining experience of our lives. He anticipated every need—swatting my hand away when I tried to help with a plate, saying, “That’s my job, I’m here to take care of you.” His manners were impeccable, his timing flawless.
He didn’t just serve us; he thought for us. He noticed every detail, even timing the souffle to arrive perfectly after our entrées, so we didn’t have to wait. That kind of thoughtfulness isn’t just good service—it’s unforgettable.
And it worked. We told everyone about it. Friends, clients, church groups—you name it. “You have to go to Fleming’s on Tomahawk Tuesday and ask for Robert,” we’d say. We referred dozens of people to that restaurant, all because of one incredible experience.
That’s the power of great service—it doesn’t just meet expectations, it creates superfans who do your marketing for you. When you deliver excellence in every detail, your customers don’t just remember you—they champion you.
You might be thinking, “Sure, that’s fine for a steakhouse, but I run an e-commerce store” or “I’m just a CPA.” But here’s the thing: no matter what you do, you have the opportunity to deliver an exceptional experience that stands out.
Restaurants, accountants, e-commerce brands, realtors—it doesn’t matter. Your competition is fierce, and the only way to cut through the noise is to excel in ways that others aren’t willing to, you must go the extra mile.
When you make your customers feel special, when you anticipate their needs, exceed expectations, and throw in a little surprise, you’re no longer just selling a product or a service. You’re focusing on an emotional connection that lasts long after the transaction is complete, and building your brand based on solutions you are providing and the way you make them feel. You become— memorable.
If you want people to refer to your business, you have to be worth talking about. That doesn’t mean begging for reviews or offering referral discounts (although those can work on occasion). It means being so good that your customers want to spread the word.
Here’s how you do it:
There’s no way around it—you have to be great. Excellence isn’t optional. If your product doesn’t perform, if the quality is poor, or your service feels rushed and confusing, people will notice, and they won’t come back.
Ask yourself: What would it take to be the best in my industry? Whether that’s investing in better tools, refining your craft, or learning from top competitors, it’s your responsibility to deliver results that blow people away.
The best experiences feel effortless—but they’re anything but. They’re meticulously designed to remove friction and make everything seamless.
Think about your customers’ journey. What could go wrong, and how can you fix it before it becomes a problem?
This is where you can turn ordinary transactions into extraordinary experiences.
Surprises create stories. Stories create referrals.
What’s one thing you could do that no one expects? Something so thoughtful or unique that people have to talk about it?
It doesn’t have to be expensive—just memorable.
When you commit to these principles, two things happen:
Now, here’s the flip side: if you don’t focus on delivering great service, you’re leaving money—and reputation—on the table.
People notice when you cut corners, rush interactions, or deliver a subpar product. They also notice the experience of not being cared for. Worse, they talk about it. Don’t make the mistake of assuming your customers understand your process or why you’re doing what you’re doing. Make it clear for them, leave no questions unanswered. Negative reviews spread just as fast as positive ones, and in today’s world, a single bad experience can outweigh ten good ones.
Don’t be the business that customers use as a cautionary tale.
The referral economy isn’t about tricks or gimmicks. It’s about showing up, delivering excellence, and making people feel like they matter.
Be so good that people can’t stop talking about you. That they can’t help but refer you to their friends, business partners and groups.
Go above and beyond in ways your competitors won’t. And remember: it’s not just about referrals—it’s about building a brand that people trust, love, and want to share. And it’s also not just for the money or loyalty you get from them, it has to be because you REALLY care for them. If you don’t, you’re in the wrong industry.So, go be unreasonable in your excellence. Be like Robert. And watch the rewards roll in.
