2 days ago
Twelve Golden Rules From The Kitchen: 'Going The Extra Mile'
Jacob Orrin is COO and cofounder of Merit, transforming government programs with digital identity solutions and driving rapid growth.
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Working in the catering business taught me another key lesson: Customers appreciate when you go the extra mile—but only when it's done thoughtfully and with intention. Overextending can backfire.
For example, agreeing to create a custom gourmet dish for one guest at the last minute might seem generous, but it can derail kitchen flow, add unexpected costs and compromise service for everyone else. Every business, in any sector, must keep a close eye on margins. Just look at dining out today: It feels expensive, but the profit margins are slimmer than most people realize. Labor, rent and utilities eat away at revenue quickly. Often, the difference between breaking even and turning a profit comes down to balancing the value of extra effort with what it actually returns.
When I traded in my apron for a business suit, I found that this 'extra mile' philosophy applies just as much to client relationships and partnerships as it does in the kitchen. Going above and beyond in business can set you apart, but just like in a restaurant, it's not about indiscriminately over-delivering. Instead, the key lies in finding intentional, impactful ways to add value that resonates with customers and partners. Here's how taking that extra step without overextending can create lasting impressions in business.
In catering, every staff member hustles, and efficiency is the name of the game. I used to encourage our waitstaff to use quiet moments wisely. If there was downtime, they'd fold napkins into fun shapes or prepare small personal touches for dinners, like a handwritten note wishing someone a happy birthday. These small gestures didn't cost much but added memorable touches that showed we cared.
In business, a similar principle applies. For example, one of our clients won an award for technological innovation in their category based on the work we did together. Instead of mailing them a trophy, we flew out to deliver it personally and took them to dinner to celebrate their achievement. While gestures like these require additional time and expense, they show that you genuinely care about your clients, which can lead to future opportunities. Often, it's not the scale of the gesture but the sincerity behind it that builds trust and a real relationship.
I once sent a thoughtful birthday gift to a customer—a gesture that, in hindsight, stretched our budget more than it should have. I never really knew if it made the impact I hoped for. That experience taught me an important lesson: Meaningful relationships in business are not built on grand, one-off gestures but rather on consistent, genuine actions over time.
Take the example of 'autograph books.' Since the early days of the Disney parks, children have brought books to collect signatures from beloved characters like Mickey or Cinderella. One lifelong fan recalls a time when he was eleven and lost his autograph book. When calls to the park didn't result in finding the book, he and his family gave up hope—only to receive a surprise in the mail weeks after they went home. The park had replaced his autograph book with a new one that contained all of the park character's signatures, many also bearing personalized messages to the young fan. This impacted the guest deeply all the way into his adult life. There were no forms, no hassle, no attempts to gain more money from the family after their vacation was ended—just joy, because creating unforgettable moments is what truly matters.
Meaningful customer interactions can build loyalty, but there's also power in collaborating with the right partners. Going the extra mile with strategic partners can create added value for both parties. For instance, we made a point to hold regular data-sharing sessions with one of our key clients during a virtual monthly meeting. This was not something they were expecting from us. Still, by proactively sharing trends and insights, we helped them identify growth areas and inefficiencies, strengthening our relationship and generating additional business for us.
Working with partners in this visible and intentional way can create mutual value, encourage long-term collaboration and create loyalty. In business, just as in a restaurant, the right partnership moves can provide rewards for everyone at the table.
The magic of going the extra mile is not doing more than anyone else—it's choosing the right moments and gestures to enhance relationships without exacerbating resources. Whether you're running a kitchen or leading a go-to-market team, being intentional about these efforts can help keep your business sustainable and memorable. Going the extra mile should be thoughtful and deliberate, creating a lasting impact without breaking the bank.
Ultimately, business—like any well-run restaurant—is about understanding what truly resonates. Doing this right, going the 'Extra Mile,' can keep people coming back time and time again.
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