There is always room for a splendid detail.

Something they may not even notice and would never pay extra for, that you’ve added because you care, because it makes you smile and because it might make them smile too.

The engraving tucked away in the engine bay, the initials on the inside pocket, the unexpected animation at the bottom of the website, the ascii graphic buried in the source code, the hand that’s more than a handle and the star instead of the apostrophe.

The first rule is to provide the value they’ve paid for. Some do as little as they can get away with. Some say it’s just about meeting expectations. Some that the game is to do the job so well that it inspires word of mouth.

Then there are some that want to smile inside and make us smile too.

Skippy strategy: How can you make them smile?