It’s not about the damn coupons.

Or about the discounts or snazzy marketing or the social media strategy or the ideas are handed down by the suits making decisions.

It’s the guy who asks me where I’m from when I place an order and give him an out of town number.

It’s the guy who knows my name and drink order at Starbucks—the one who starts making it when I walk in the door, before the cashier even rings it up.

It’s the server who tells me that instead of ordering A with a side of B, I can get what I want for half the price if I order X and substitute Y.

It’s the phone call to make sure I’m enjoying the service I ordered, or to simply thank me for my business.

It’s the driver who gives me the history of the neighborhoods as we travel to my destination, telling me to call him if I have any questions about the city.

It’s not complicated, it’s human.

And that’s how you win.