PRINCIPLE 3 surprise and delight

“I slept and dreamt that life was joy.I awoke and saw that life was service.I acted and behold, service was joy.”

—RABINDRANATH TAGORE

The idea behind the Surprise and Delight principle isn’t a new one. In fact, one of the most famous commercial examples is more than a hundred years old. In the late 1800s at the World’s Columbian Exposition, Chicago’s first World’s Fair, the Rueckheim brothers delighted young and old with their unique confection consisting of popcorn, peanuts, and molasses. While Cracker Jack® was a consistently popular treat, its appeal increased dramatically in 1912, when a surprise could be found in every package.

Businesses today are increasingly being challenged to provide the caramelized ...

Get The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.