The plus 1 effect.

I keep seeing how small extras turn into something much bigger than their cost. One small act plus one unexpected moment of care can multiply the impact far beyond what you put in.

Sweetgreen adds credit to your account when they mess up. No announcement. No explanation. You just open the app and it’s there. Five Guys throws in extra fries every time. Chewy sends flowers when a customer’s pet dies. None of this is required. All of it becomes a story people repeat.

Many brands only give extra when something goes wrong. Fixing mistakes. Issuing refunds. Making up for a bad moment. Useful, but expected.

The real strength shows up when nobody is looking for more. When the moment is already complete. When a brand adds something simply because that’s who they are. Steve Jobs turned that instinct into the one more thing moment, a surprise people learned to anticipate because the extras always mattered. The math won’t make sense on paper, but it makes perfect sense in how people feel.

That’s the real impact. A simple extra creates a moment people remember. It signals care. It builds loyalty you can’t buy.

Sit with:

Where can one small extra change everything?

What gesture would feel natural for my brand?

Where can I give without being prompted?

If you’re curious what your Plus 1 might be, let’s talk it through.

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.