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I’ve been talking about this in terms of families and vacations and bookings and holidays. But you can even operationalize it in a particular moment. So, for example, there’s a bar and a coffee over here in the front in Hotel Vermont. And each evening before I go to bed I allow myself one drink. It’s like I get up in the morning and work itself. I like to have it. It’s like a little nightcap that just says to me, time to go to sleep. And it’s usually pretty late. Everybody else is already down, right.

So I go over there and a lady’s there on the first night. So I just, you know, a simple vodka martini, a couple of olives. She starts, she goes, I have to go to the kitchen. You’re at the bar. You’re over here. She goes, we don’t have any olives. I said, that’s okay. Never mind. It’s fine. It’s fine. And before I left, she goes, But tomorrow. So my first night here, she was already taking the, “We don’t have olives” and turning it into not just let me take care of you tomorrow, but tomorrow. She literally like, with a tone of voice and said, look forward to seeing you. I’m taking care of you tomorrow.

Guess what? I came the next night and she had olives. And then I said, you know, do you have any little snacks or something? And the night before she had these potato chips, fried, salty starch. I enjoyed them the first night. Second night she goes, chips? And I go, no, you know, a little too salty. She was like, Oh, okay. Without saying anything. She shows up with the bowl of peanuts. Right, right.

Third night. That was last night. I come there, she’s not there. But the guy is. And he’s got a big smile on his face, and he goes, “Martini?” I said, yeah, how do you know? Gotcha. Right. And I went and I sat in the library, which is kind of away from the bar. You go around the corner. So I’m not watching him. And I can’t tell him how I want it. Whatever. Next thing I know, he comes over. There’s the martini, there’s the olives, there’s the bowl of peanuts, and the guy’s got this big smile on his face. Like we knew. We knew.

And then he did the amazing thing he said, is there anything else you’d like tonight or tomorrow? Boom, boom. Right there. He wasn’t locking in. Isn’t this a great experience? He was already creating loyalty. He was already acknowledging that he cared about, you know, okay, not really caring about my nutrition, but let’s not bring him the chips. Give him the peanuts. Now, that guy, I could ask him for anything, and he’d go, “Yes. Thank you for telling me. I want to go do it.” Right? He was even asking me, is there anything else I can do to take better care of you tomorrow when you come back? Of course you’re coming back.