G.L.U.E. is an acronym that stands for: Giving Little Unexpected Extras. It’s the little bit extra done by a business in order to exceed the expectations of its customers. It’s that signature something that goes beyond the transaction. It's the little tangible thing by the business that demonstrates that you care for the customer.
The Origins
This concept of giving little unexpected extras isn’t new. Its origin dates back to the early 1800s in a creole word, "lagniappe," meaning "the additional gift". It’s that something extra that is added for good measure. The Spanish origins are Quechuan from the word yapay, which means “to give more.” Mark Twain was so smitten with the word lagniappe during his time in New Orleans that he wrote about it in Life on the Mississippi in 1883. He called it "a word worth traveling to New Orleans to get."
Standing Out in a Sea of Sameness
I call these examples of G.L.U.E. Purple Goldfish. Why purple and why a goldfish? Purple is a direct reference to New Orleans because of lagniappe. Purple, green and gold are the three official colors of Mardi Gras.
The Goldfish represents something small, but it is directly inspired by Kimpton Hotels. A chain of boutique hotels, Kimpton embodies the doing the little something extra. Stay at any of the Kimpton properties and you’ll find:
- free gourmet coffee and fresh fruit in the lobby
- complimentary wine tasting in the afternoon
- pet friendly accommodations
My favorite is something a select number of the properties do for guests. Perhaps you are staying at a Kimpton for a few days and you are getting lonely, Kimpton will give you a pet goldfish for your stay. They call it “Guppy Love.”
Over the course of 27 months I was able to crowdsource 1,001 examples of Purple Goldfish. These examples became the basis of my first book, “What’s Your Purple Goldfish” and a recent TEDx talk in Douglasville, GA.
https://www.youtube.com/watch?v=HDeVfAzkq1c
The Mirror Test
I challenge you to hold up a mirror to your business and to your life. How are you giving little unexpected extras? Are you giving them something to talk about, tweet about or post to Facebook about? What signature things help you stand out in a sea of sameness? Are you doing the little things that can make a big difference? Are you G.L.U.E?
