Imagine the scenario: tight deadline, clear brief, and defined expectations. You meet all the requirements, send the material on time, and… done. Client satisfied? Maybe. But basic satisfaction doesn’t create fans, doesn’t generate referrals, nor elevate your career to higher levels. What really makes the difference is surprising in the delivery – adding that unexpected element that makes the person open the door, look at the result, and be left in awe.
Why does the “Wow” matter?
- Selective memory: The brain better registers events that break the pattern. When you offer something beyond what was agreed, your work jumps from the pile of files to the drawer of positive memories.
- Spontaneous word-of-mouth: Surprises turn into stories. And stories are told in meetings, among friends, and in LinkedIn posts.
- Competitive barrier: Competitors can match price and deadlines, but copying genuine attention to detail is a hard task.
Examples of details that shine
- Designer: Deliver the visual identity manual with mockups ready for social media, saving the client’s time.
- Sales consultant: Include a tutorial video that teaches the team how to use the delivered dashboard, ensuring adoption.
- Restaurant: Add a handwritten card thanking the repeat customer, mentioning their favorite dish.
- Developer: Leave API documentation with comments and practical examples, reducing future support.
How to plan for the surprise factor?
- Understand the hidden pain point
Ask: “After I deliver, what will still cause work for the client?” Solve it before they notice. - Allow time margin
Surprise doesn’t come from a desperate rush. Reserve 10% of the timeline for “added value.” - Create a library of extras
Templates, checklists, and small gestures can be quickly adapted to each project. - Evaluate the impact
The addition should be useful, not superfluous. If it doesn’t add value, it becomes mere decoration and distracts from the original proposal.
Surprising doesn’t mean giving everything away for free. It’s delivering value perceived as superior to the cost. If the extra detail reduces rework, builds customer loyalty, and generates referrals, it pays for itself many times over. Great professional paths are born exactly from these moments of enchantment – from the “I didn’t expect this” that draws smiles.
Ask yourself today: What unexpected detail can turn the ordinary into the memorable? Who will open the email, the package, or the presentation and be amazed by what you’ve created? Surprising in the delivery is not a luxury – it’s a strategy to leave a lasting mark in a market saturated with “adequate” deliveries. Make the extraordinary your new standard.
That’s it.
