The 5% That Changes Everything

Lately, I’ve found myself digging back into books from my travel and hospitality days—titles that shaped how I think about care, connection, and the little things that make a big impact.

One that stands out is Unreasonable Hospitality by Will Guidara. In it, he shares his “95/5 Rule”: 95% of operations should be run with discipline, precision, and care. But the remaining 5%? That’s your space to spend foolishly—on moments that make people feel seen, remembered, and valued.

That idea took me right back to a practice we used in the travel sector. The person onsite with guests was given a small discretionary budget—not for scheduled upgrades or generic gestures, but for real-time moments that called for something more. They didn’t need permission to use it, but they did report back on how it was spent and the impact it made. Each team member had the autonomy to act from a place of care and attentiveness, empowered to leave a lasting impression.

Often, that budget wasn’t spent on anything extravagant. It was about noticing. For a child who seemed disengaged from adult conversation, a few fresh pool toys appearing by the lounge chairs shifted their energy and everyone else’s too. For an older guest who was too tired for a long excursion, the surprise of some local pastries and a book about the region’s history ensured their day was equally meaningful, and allowed the rest of the group a sense of  ease, knowing their family member was cared for.

It reminded me of a similar moment later in my career when I worked in Executive Programming. On a cold winter morning, a participant arrived in practical but clunky snow boots—not what they wanted to be wearing for their first impression. Without hesitation, I said, “Go change—I’ll take care of the boots and return them later.” It cost nothing, but it allowed them to step into the room aligned with how they wanted to be seen. That shift—small and spontaneous—had a lasting effect on how they entered the space and contributed to the day.

These moments may seem small, but research shows they create disproportionate impact. Studies in behavioral science have found that when individuals feel seen and valued through specific, unexpected gestures, it increases their sense of belonging, engagement, and trust. These gestures don’t need to be costly—they just need to be meaningful. And often, they reshape how both the giver and the receiver experience the day.

In a world increasingly driven by automation and efficiency, it’s easy to default to the process, the standard reply, the pre-approved plan. But the smallest deviations—when done with intention—can open up space for something more human.

Maybe it’s taking an extra minute to personalize a templated company email, referencing something from your last conversation that shows you were truly listening. Maybe it’s holding the elevator when you see someone rushing to catch it. Maybe it’s simply noticing that something needs a small shift—and having the presence of mind to act on it.

So as we fill our calendars and structure our work around measurable outcomes, what would it look like to set aside just 5%—of our time, attention, and flexibility—for responsiveness? For small, meaningful acts that create real connection?

Where in your day is there room to make a lasting impression?