The Art of Creating Surprise and Delight

Surprise and delight. This concept has come up twice in the last week, in a couple of different ways…

Story One: Keeping Relationships Fresh

“We’re less interested in marrying our clients, and more focused on dating them so that the relationship always stays fresh and exciting.”

I said those words to a client one day with the best of intentions… but by the time we were walking out to the car after the meeting, Beau was giving me a look.

“What did you mean by that? You can’t keep a marriage fresh and exciting? That might be a problem for you, my friend. In your own marriage, and for our clients… you need to figure this out.”

Beau had a point. The reality is, relationships—whether personal or professional—thrive when we put in the effort to keep them engaging. I’ve heard people talk about this before: the idea of continuously creating delight for those around them. In marketing, “surprise and delight” is an actual strategy. It focuses on curating moments of unexpected joy and surprise for clients, both potential and current. When done well, it leaves a lasting impression.

The lesson in the story above is simple: Never take relationships for granted. Whether it’s your spouse, your clients, or your team, you can’t assume they’ll always be there just because they are today. Instead, be intentional about bringing energy, creativity, and fresh experiences into those relationships. Keep things exciting. Make them feel valued.

Story Two: The Power of Small Details

This reminder about creating surprise and delight came from an early evening dinner at Russell’s in St. Paul, Minnesota. We were in town for the championship game of the high school hockey tournament, and as we sat inside Russell’s enjoying a quick dinner, I noticed something interesting.

A man, who I believe was the owner, Todd Russell, was walking throughout the dining room and bar. As he moved, I caught him multiple times adjusting things—a napkin, a place setting, a chair. His attention to the details, even the seemingly small ones, was impressive. He was creating delight within the restaurant and setting the tone. Those small touches, paired with the energy of our server and some excellent food, elevated the entire experience. If you ever end up there, try the fries and the steak chili.

The lesson in this second story is: Excellence is found in the details. It’s the little things—adjusting the napkins, going the extra mile, making sure everything is just right—that create an environment of delight. Whether in a restaurant, a business, or a relationship, the effort you put into the small details makes a big impact.

Call-to-Action: Bring Back the Surprise and Delight

Think about your clients, your coworkers, and your personal relationships. When was the last time you surprised them in a good way? When was the last time you did something unexpected that made them feel valued?

It might be time to double down and bring some surprise and delight back into those relationships. People take notice and remember when we do. And when we don’t? They can get restless and move on—sometimes without even letting us know.

Might be time to send some flowers… or adjust a napkin.