Business Processes
The Ripple Effect of Innovation
Your Coffee Moment: The Small Gesture That Defines Your Brand
How Small Changes Can Transform Your Business
Julius Caesar once threw extravagant parades for his victories. But not all these parades were for conquering new territories; some were simply to celebrate winning over his allies. Caesar understood that public recognition could make or break his career, and that small gestures of acknowledgment were often more powerful than grand military conquests. While we may not be marching through Rome today, the principle remains the same—leaders, businesses, and even small gestures can dramatically shape public perception and loyalty.
This idea resonates just as strongly today, even in unexpected places, like a small tile business in South Africa, where a cup of coffee is the new parade.
The Cape Tiles Example: Small Gestures, Big Impact
In my blog post, “Innovation vs Relevance”, I discussed how Wesley, the owner of Cape Tiles, created value for his clients by offering them coffee while they waited. A simple gesture, right? But it became more than just a drink. It turned into part of the company’s identity—a symbol of their hospitality. However, as costs rose, Wesley considered cutting back on this seemingly insignificant offering.
After reading the article, Wesley doubled down on his belief in the power of small gestures. He responded by creating an Instagram reel, reinforcing the coffee and hospitality culture at Cape Tiles. You can see it here: Instagram reel. It’s a perfect example of how small touches—when acknowledged and celebrated—can transform into defining features of a business. This isn’t about the coffee itself, but what it represents: warmth, care, and personal attention
Why Leaders Crave Recognition—And Why It Matters for Businesses
Just as Julius Caesar paraded for political victories and Wesley filmed a reel about coffee, recognition plays a key role in leadership and business success. Human psychology is wired to seek validation, and it’s this validation that often fuels the drive for innovation. Leaders like Caesar, or more contemporary icons like Steve Jobs, knew that to maintain their influence, they needed to be seen and appreciated.
In the same way, businesses need recognition—not just through massive campaigns but through small, authentic interactions that resonate with customers. This could be as simple as a thoughtful follow-up email, an unexpected freebie, or an Instagram post thanking customers for their support. These gestures create a sense of belonging, making clients feel appreciated and connected to your brand.
The coffee at Cape Tiles wasn’t just a drink—it became a symbol of how the business valued its customers, turning a cost into an investment in relationship-building. Wesley could have seen the coffee as an unnecessary expense, but instead, he recognised it as a unique selling point that kept customers coming back. His response video beautifully encapsulates this idea, offering a modern take on Caesar’s parades: small gestures that lead to big returns.
The Parallel with Small and Medium Businesses: Creating Your Own Parades
The concept of adding value through recognition is easily applied to small and medium-sized businesses. Take, for instance, a local bookshop that sends handwritten thank-you notes to its customers or a boutique hotel that surprises guests with complimentary snacks in their rooms. These small but meaningful acts don’t break the bank but speak volumes about the company’s brand ethos.
For SMEs, these “parades” can be even more impactful because they differentiate you from larger corporations that often overlook the power of personal connections. If you’re a small business owner, ask yourself: what’s my coffee? What small but powerful gesture can I introduce that will make my customers feel valued and appreciated?
And don’t just think about the immediate cost. Just like Wesley’s coffee became part of Cape Tiles’ culture, your “coffee” could become part of your brand identity, making you memorable and building long-term loyalty.
What’s Your Coffee?
As I reflect on both Julius Caesar’s parades and Wesley’s coffee culture, the question for small businesses becomes clear: are you creating enough of these “parades”? Are you finding ways to publicly recognise and appreciate your customers in a meaningful way? It doesn’t need to be a grand, costly gesture. Sometimes, all it takes is a cup of coffee—or the equivalent for your industry.
Think about the simple things you can do to make your customers feel special. It might just be the small spark that transforms your business from ordinary to unforgettable. So, what’s your coffee, and how will you use it to enhance your marketing strategy?
Digitally First but Physically Enhanced
The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.
This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…