Throw-ins are the most classic form of lagniappe (a little something extra) and one of the easiest types of Purple Goldfish to implement. Five Guys Enterprises is a hall of fame example of doing the little things to take care of the customer and honor the relationship. Founded by Jerry Murrell and his five sons (Five Guys) run the business. The concept of added value is baked into their model.

Here are a few of the things they do:

• Free peanuts while you wait
• 15 free toppings for your burger/dog
• An extra handful or two of bonus fries

[Author’s Note: It is scientifically proven that the bonus fries taste better than the regular fries. True story. I once read it somewhere. OK, maybe I wrote it down and then read it ;-)]

Do little things make a big difference? For a company that does little to no advertising, here is the mantra from founder Jerry Murrell:

“We figure our best salesman is our customer. Treat that person right, he’ll walk out the door and sell for you. From the beginning, I wanted people to know that we put all our money into the food. That’s why the décor is so simple—red and white tiles. We don’t spend our money on décor. Or on guys in chicken suits. But we’ll go overboard on food.”

What are you throwing in as added value?

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

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