Big gestures can earn word of mouth, sure. But so can a lot of little moments.
For example, Staples was paying attention when this college student tweeted a question about clipboards. Even though she didn’t use “@Staples” to send the message directly to them, they saw the opportunity and surprised her by sending her a clipboard.
— Staples US (@Staples) September 24, 2013
No, it didn’t make headline news — but getting into a habit of doing lots of little gestures like this are where all those headlines eventually come from.