A great example of “things that don't scale”

Insurance company, Lemonade, sent a personalised birthday email to loyal customer, Andrew.

Andrew was touched and thanked them on Twitter:

Lemonade then followed up with an actual birthday cake. Once again, Andrew was touched and thanked them on Twitter.

It's fair to say Andrew's now a fan for life, but what often goes unnoticed is the 2nd order benefits of delighting your customers:

• Andrew’s Twitter followers now think Lemonade is awesome
• Andrew’s co-workers, who all enjoyed a slice of cake, now think Lemonade is awesome
• Matthew Kobach shared the story on Twitter. His 35,000 followers now think Lemonade is awesome.

One delicious birthday cake. Hundreds of new fans. That's the power of doing things that don't scale.

Thanks for reading. Hat tip to Matthew Kobach's Twitter where I got the idea from.

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