On Delight
The role delight plays in building a brand.
Brands are built by consistently delivering on a promise to customers through every experience that customer has with the brand. Consistency is everything.
But the other side of consistency is delight. Surprising customers and making them smile.
That feeling when you find the Tim Tam in your Adore Beauty order for the first time:
When you discover the Emergency Roll in your Who Gives A Crap order:
Or when you get your Up card in the post:
Often my favourite moments of delight are in the microcopy…
Muzzle is a chrome extension to block pop-ups when you’re screen sharing. Their website is a stream of hilarious pop-ups:
This is what Hipmunk has to say to users trying to book a hotel for more than their maximum available period:
Sometimes that surprise and delight can come from the most unexpected places. Bare Cremation is an Australian startup giving families a simple, transparent way to prepay for funerals online. They interact with customers at the most painful and vulnerable moments in their lives and allocate budget for providing moments of empathy to help make their customer’s lives just that little bit easier during their darkest times.
When I asked one of the founders, Sam, for a story of one of these moments, he sent this (names changed for privacy):
Jane’s husband passed away. She broke her arm the same week he died. In a phone call Sophie was having with Jane she sounded very down, she told Sophie about her broken arm and that she was feeling very lonely. Sophie told me about this. We decided to help her in some way and that 2 weeks of ready made meals would be perfect for someone alone who had a broken arm. I rang her the day the delivery was due and told her something would be arriving for her that day. Funny thing was when they turned up she sent them away telling them they had the wrong address...I told them to go back....she rang me in uncontrollable tears, so shocked that someone would do something like that for her.
If you’re anything like me, you just fell in love with this company.
When a brand makes me smile, I automatically develop an emotional connection. So I love meeting founders who bake this into their product design from the very beginning.
Send me through your favourite delightful product moments, I’d love to see them!
Links for the weekend:
Research questions that could have a big social impact, organised by discipline
Another spectacular resource from the 80,000 Hours team.
The billionaire who wanted to die broke is now officially broke
Chuck Feeney, the founder of airport retailer Duty Free Shoppers and PE fund General Atlantic, donated over $8bn anonymously, keeping only $2m for himself and his wife’s retirement.
“I see little reason to delay giving when so much good can be achieved through supporting worthwhile causes. Besides, it’s a lot more fun to give while you live than give while you're dead.”
An Indian Motorcycle with a retro look is coming after Harley
The unexpected story of the Royal Enfield motorcycle.
Cardly.net showers your post-checkout page with JavaScript confetti celebrating your purchase. And if that’s not enough confetti, it then displays a “more confetti” button which you can press as many times as you like. That always delights me. Cardly’s in the AirTree portfolio too, yay! 😁
Go to skincare is amazing at this. They add a fortune cookie with a funny caption to orders, plus the instructions on the products are hilarious!