A wow experience isn't more effort. It's fewer surprises.

I watched a movie the other day where a kid walks into a new school for the first time. And I found myself thinking about how terrifying that must feel. I'd never thought about it that way before.

But it's often like that for a new client.

When someone hires us, they're uncertain. They're unsure. They've just taken a massive leap of faith, and our job is to reassure them they've made the right decision. Show them they're in the right place.

We recently upgraded our welcome gifts to reflect that. A beautiful box, presented properly, with things personally selected for that person.

We got someone else to do it for us. Someone who could create and present a gift that was fitting. A gift that matched the quality of care, attention and detail we put into the coaching.

Coaching is intangible. You can't see it, hold it, or point to it in the box. So these small touch points matter more than people think.

And it's been interesting to watch clients receive that box. You can see the gratitude in how they respond to something so small but so thoughtful.

None of it took more effort on our part. If anything, it took less. We handed it to someone who does it properly, and the client experience got better. It got better not because we tried harder, but because we delegated to an expert.

If you want a wow experience in your own business, start with the moment your client feels most like that new kid at school. What are you doing right now to reassure them they're in the right place?