Discretionary effort

Discretionary effort is worth twice to us than required effort.

If Delivery Driver A delivers your parcel, fine.

If Delivery Driver B delivers your parcel, smiles, then tells you to have a great day…

Given the choice between the two?

You would choose the second one, every single time.

All else being equal, a smile and a few words — that cost zero — changed everything.

Exciting to think how far you can take this.