The risks and rewards of recommendations

By Bernard Kelvin CLIVE

Today, we are exploring the power of recommendations, a concept I like to frame as “the risks and rewards of recommendations.” I’ll share a few stories to illustrate this message.

Years ago, my nephews and nieces kept asking their parents for a particular type of sneaker for school—one that made a beeping sound when they walked. It was popular with toddlers then, and they were insistent that their parents get them the same style. Despite their excitement, though, the sneakers never really turned out to be as impressive as they’d hoped.

Then, one of their uncles returned from a trip and brought them a new pair of sneakers. This time, it wasn’t what they expected; these sneakers glowed when you stepped on them! They were different and even more exciting, especially when the lights dimmed, and you could see the glow.

Thrilled to Share

When he gifted them to the kids, they were thrilled. They couldn’t wait to take these special sneakers to school and church to show off to their friends. The idea of having glowing sneakers set them apart—they felt unique, even proud.

The excitement lasted all weekend, and by Monday, they were more than ready to head to school and share their new treasure with their friends. The joy and thrill lingered long before eventually fading away.

Now, here’s the thing—these kids were more thrilled than we could’ve imagined. Their excitement was so high that they could hardly wait to share the story of their new sneakers with their friends. They wanted to spread the joy, and that’s exactly the point.

As business owners and brand creators, whenever we exceed expectations and truly “wow” our audience, it sparks something powerful within them. It’s only natural—they want to show off that amazing outfit they bought, that unforgettable gift, or that unique experience. Surpassing expectations inspires people to share, and most people love sharing something that genuinely impresses them.

Think about it: if you visit a restaurant and the food is exceptional, you’re likely to tell your friends, maybe even take photos and post them online. When a product or service surpasses someone’s expectations, word-of-mouth marketing becomes almost effortless.

It’s much easier for people to recommend something they’re excited about, rather than something that’s just average. An average experience may drive some sales, but it’s the extraordinary ones that spark real advocacy.

Exceeding Expectations doesn’t come cheap.

For business owners, it’s good to find ways to go beyond the expected. But let’s be honest—it’s not cheap or easy. It takes time, investment, and research to discover what can delight your audience.

Especially as we approach the festive season, it’s worth asking, “What can I do to wow my customers?” Maybe it’s an extra item in a holiday package, a surprise discount, or adding a unique twist to a regular offering.

For instance, if you sell groceries, you might include a bonus book in a holiday hamper—something unexpected yet appreciated. Small surprises like these can lead to lasting impressions and more word-of-mouth recommendations.

I’ve seen this play out countless times, especially with children. Give them something delightful, and they’re eager to share it with others. They naturally want to spread the “good news.” And that’s the beauty of creating something extraordinary—it’s a gift that keeps getting passed on.

These are things we need to integrate into our businesses and brands. Ask yourself, “What will make my clients or customers want to tell someone about this?” Ideally, it should always be something positive. This leads us to the power of recommendations.

Skilled but Bad Work Ethics

A few months back, we planned a trip to Cape Coast and needed to rent a bus. One of my friends suggested we use a driver from XYZ company—a person they’d hired recently who had left a great impression. Trusting our friend’s recommendation, we booked the driver.

Guess what, when the day arrived, the driver showed up significantly late, with no excuse or apology. This was a disappointment, especially since he’d come highly recommended, and his first action was to delay the trip. That poor first impression lingered.

Once we finally got on the road, though, the driver’s skills were evident. He drove exceptionally well, was careful, and handled the trip professionally. But the initial lateness had already set a negative tone.

Later, our friend who recommended him added, “Oh, I forgot to mention—he’s a fantastic driver but is always late.” This detail might seem small, but it’s a significant downside. The driver’s skill is undeniable, yet his habit of showing up late affects his overall professionalism and could deter potential clients.

It doesn’t help the brand. So, naturally, we became hesitant to engage him for future programs—even though he’s a skilled driver. The risk he now faces is losing clients unless he fixes his habit of showing up late. Despite his talent, this single flaw could cost him more business over time.

Show up Early

For our next trip, we tried a different recommendation. This time, the new driver was scheduled to report at five o’clock, but he arrived an hour early, at four. We were all amazed, as this was something we hadn’t experienced before. This driver was punctual, professional, and reliable. Needless to say, we were thrilled, and now, on every trip, we call him specifically.

His consistent punctuality and skill have earned our trust and loyalty. Because he continually delivers excellent service, we’re eager to recommend him to others. For us, as business owners, brand leaders, and executives, this is the takeaway: when our products or services come highly recommended, we must deliver.

Do we settle because of a recommendation, thinking it’s “good enough,” or do we go above and beyond to exceed expectations? When we provide quality and professionalism, we leave a lasting impression, encouraging repeat business and an expanding cycle of recommendations.

For small and medium-sized enterprises, referrals are a key driver of growth—they offer a faster, more cost-effective way to expand. By consistently impressing our clients, we make it easy for them to recommend us, gaining a powerful marketing advantage with minimal extra investment. This approach is something all businesses should embrace.

Validate your Referrals

Consider this: how can I constantly validate my referrals and recommendations? Don’t just rely on being referred or recommended—prove your worth. Over-deliver with professionalism, excellence, skill, and quality to ensure repeat business and more referrals.

When you consistently excel at these, I believe small businesses and brands can grow by delivering quality products and services that leave a lasting impression. When we “wow” our clients, they are naturally inclined to share our brand stories with others, leading to more business over time.

Remember, every recommendation carries either risk or reward. Deliver well, and you’ll gain more business; fall short, and you risk losing it. So, pay attention to recommendations and referrals, over-deliver, and delight your audience to make them love your products and services.

Let me hear from you regarding your branding and book publishing needs.

Bernard Kelvin Clive is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books.

To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: 233244961121

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