Like when Lego took the time to keep the magic alive for a little boy rather than just sending him a replacement action figure.
You’re swell.Prove it.
“To win with today’s savvy consumers, you have to build your differentiation on trust and values.”
— Allen Adamson, Forbes
In an age when the truth is at everyone’s fingertips, authenticity is key.
And little things go a long way.
Email from Luka to LEGO
Hello. My name is Luka and I am seven years old. With all my money I got for Christmas I bought the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good. My Daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat. I am really upset I have lost him. Daddy said to send you a email to see if you will send me another one. I promise I won’t take him to the shop again if you can. Thank you.
Response
Thanks for sending us an email!
We are very sorry to hear about you losing your Jay minifigure but it sounds like your dad might have been right about leaving it at home. It sounds like you are very sad about it too.
Normally we would ask that you pay for a new one if you lose one of your minifigures and need to have it replaced. My bosses told me I could not send you one out for free because you lost it but, I decided that I would put a call into Sensei Wu to see if he could help me.
Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever ever let it happen ever again. He told me to tell you, ‘Luka your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!’ Sensei Wu also told me it was ok if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.
So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!
Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.
You will see an envelope from LEGO within the next two weeks with your new minifigures. Please take good care of them, Luka. Remember that you promised to always leave them at home.
Sincerely,
Richard
LEGO Consumer Services
And then there’s the time Trader Joe’s delivered free groceries to an elderly man during a snowstorm.
Sometimes authenticity means turning everyday purchases into heroic acts.
“87% of global consumers believe companies should place at least equal weight on society’s interests as onbusiness interests.”
— Allen Adamson, Forbes
Just look at TOMS, and their One for One® model. They donate one pair of shoes for every pair sold.
And now when people purchase TOMS eyewear, they’re giving the gift of sight to those in need.
(Over 400,000 people to be exact.)
Or CVS, who sacrificed revenue for public health by removing tobacco products from their shelves in 2014.
Good will makes waves.
When you treat people well,
they think you’re...
well...
swell.
Be swell.
It’s not just good for business.
It’s good for everyone.