Intangibles: Worth It?
Let's start with a question that'll make you think: Would Snow White have stopped to read a brochure?
Picture it - there she is, wandering through the forest, probably tired and hungry after dealing with that whole evil stepmother situation. Now imagine if instead of finding that famously crisp, red apple, she stumbled upon a well-designed marketing pamphlet titled "7 Reasons Why This Forest is Perfect for You!"
Yeah, right. She would've walked right past it.
But that apple? That gorgeous, tangible (well, technically intangible in terms of business value), immediate gratification sitting right there? She couldn't resist. And we all know how that story ended. Though maybe not the best example for food safety protocols, but you get the point!
The Magic Behind the Gesture
Here's the thing about intangibles in business, they're the secret sauce that separates the forgettable companies from the unforgettable ones. When we talk about intangibles, we're not just discussing those tricky accounting line items that make your financial eye twitch. We're talking about the real stuff that builds relationships, creates loyalty, and yes, closes deals.
A gift basket isn't just snacks and treats wrapped up with a bow. It's a handshake that says, "I thought about you today." It's a conversation starter that says, "Let's build something together." And most importantly, it's a memory maker that sticks around long after that fancy brochure hits the recycling bin.
Quick thank-you to a generous colleague who first championed the humble gift bag in business amongst my community of interest and shared real-world examples that inspired our adoption of this approach. LD, thank you.
Why Your Brain Loves a Surprise
Ever notice how your mood instantly lifts when someone brings donuts to the office? There's actual science behind this magic. Our brains are hardwired to respond to unexpected positive experiences, it triggers dopamine release, creates positive associations, and builds emotional connections that rational arguments simply can't touch.
Think about it: when was the last time you got genuinely excited about receiving a company brochure? Now think about the last time someone surprised you with your favorite coffee or a box of chocolates. Exactly.
This isn't just feelgood psychology, it's smart business strategy. A well-timed gift basket or thoughtful treat delivery can:
Break through the noise of countless emails and cold calls
Create a positive first impression that lasts
Open doors that seemed permanently sealed
Build genuine goodwill that translates to trust
Keep you top-of-mind when decision time comes
The Attention Economy Wars
We're living in the attention economy, where everyone's fighting for those precious few seconds of focus. Your potential clients are drowning in information, emails, LinkedIn messages, sales calls, presentations, and yes, lots of brochures.
But show up with something tangible? Something that engages their senses? Something that says, "I invested time and thought into this moment"? You've just won the first battle.
Consider this scenario: You're trying to win over a potential client for your office space. Option A is sending them a beautifully designed PDF about your vending services. Option B is showing up with a curated basket of premium snacks and a note that says, "Here's a taste of the quality and care we bring to every location."
Which one do you think they'll remember next week? Which one starts a conversation? Which one gets shared with the team and creates multiple touchpoints with your brand?
Small Gestures, Big Impact
The beauty of intangible value creation is that it doesn't require massive budgets or complex strategies. Sometimes the most powerful gestures are surprisingly simple:
The Welcome Basket: New client signed on? Send a celebration basket with local treats and a handwritten note. Cost: minimal. Impact: they'll tell this story to others for months.
The "Just Because" Surprise: Random Tuesday delivery of coffee and pastries with a note saying "Hope your week is going great!" No agenda, no ask - just genuine care. This is relationship gold.
The Problem-Solver Kit: Client dealing with late nights and deadline stress? Send an "emergency survival kit" with energy bars, premium coffee, and maybe some stress-relief tea. You're not just a vendor anymore - you're a partner.
The Celebration Box: They hit a big milestone or won an award? Be the first to congratulate them with something special. You're now part of their success story.
The Vending Connection
Now, here's where this gets interesting for those of us in the vending world. Every vending machine placement is itself an intangible gift to the workplace. Think about it, you're not just providing snacks and beverages. You're providing:
Convenience when someone's hangry at 3 PM
Social connection around the coffee machine
Stress relief during those intense deadline days
Thoughtfulness from management who cared enough to provide these amenities
Your vending services become part of the company culture, part of the employee experience story. That's powerfulintangible value that goes way beyond the actual products inside the machines.
The Psychology of Reciprocity
Here's where intangibles get really interesting from a business perspective. When you give someone something unexpected and valuable (even if it's "just" a bag of premium trail mix), you trigger what psychologists call the reciprocity principle.
People naturally want to return favors. They remember kindness. They're more inclined to say yes to reasonable requests from people who've been generous with them. It's not manipulation, it's human nature working in your favor.
But here's the key: the gesture has to be genuine. People can smell fake thoughtfulness from a mile away. The gift basket that feels like a sales tactic backfires. The one that feels like genuine care? That's business magic.
Making It Personal
The most effective intangible gestures show that you've paid attention. Maybe you noticed they always order decaf coffee during meetings. Maybe you heard them mention their team's obsession with a particular local bakery. Maybe you remember they're trying to eat healthier.
These details transform a generic gift into a personal moment. And personal moments build the kind of business relationships that last.
The Long Game
Smart business owners understand that intangibles are investments in the long game. That gift basket might cost you $50, but the goodwill, positive associations, and word-of-mouth marketing it generates? The doors it opens? The relationships it strengthens? That return on investment is immeasurable.
Plus, in our increasingly digital world, tangible surprises stand out even more. Everyone's sending emails and PDFs. Not everyone's sending thoughtfully curated snack boxes with handwritten notes.
Beyond the Initial Gesture
The real value of intangibles extends beyond that first "wow" moment. They create touchpoints for ongoing relationship building. That client who loved your welcome basket? They're more likely to take your call next month. The office manager who appreciated your holiday treats? They'll think of you when expansion plans include new vending locations.
And here's something beautiful: intangible value compounds. Each positive interaction builds on the last, creating a foundation of trust and goodwill that makes future business conversations easier, more natural, and more successful.
The Bottom Line
So, are intangibles worth it? Absolutely. In a world where everyone's trying to compete on features and price points, the businesses that win are the ones that compete on relationships. And relationships are built through moments; small, thoughtful, genuine moments that show you care about more than just the transaction.
Whether it's a carefully chosen gift basket for a potential client, a surprise coffee delivery for a long-time partner, or simply ensuring your vending machines are always stocked with exactly what people want when they need it most, these intangible touches are what separate good businesses from great ones.
Because at the end of the day, people don't just buy products or services. They buy from people they like, trust, and remember. And nothing builds that like a well-timed gesture that says "I was thinking about you."
So the next time you're deciding between another email blast and a thoughtful surprise delivery, remember Snow White. That apple didn't just feed her hunger, it started a story. What story will your next gesture tell?
Ready to add some intangible magic to your business relationships? Sometimes the smallest gestures create the biggest impact. Just like how the right snack at the right moment can turn an ordinary Tuesday into something special.
