I recently brought a duvet to a dry cleaner. As I was checking out, the cashier asked if I had a coupon. When I said I didn’t, they suggested I might be able to search for it online. It took me a few seconds, and just like that, I got 20% off.

Credit card processors generally include tipping in the flow. At a pizza parlor, I saw the cashier purposely skip the flow—tapping 0%—to make sure customers know that the tip wasn’t expected. 

At a noodle bar in Japan, I placed an additional order for a side dish after I ordered my main dish. This technically made my meal a combo of food. I didn’t notice until the Japanese restarateur came out from behind the bar and refunded some of my money. They could’ve easily said, “Order the items at the same time next time.” 

These small things matter, and businesses like these earn loyalty. You can tell a business is on your side when the people working there make the extra effort to make sure there are no misunderstandings, no pressure, and no ambiguity. And if they’re an expert, they will be honest about all of the ways they’ve failed.

This lesson has stuck with me as an entrepreneur.