This slideshare contains the Purple Goldfish Hall of Fame. Companies that embrace the concept of signature added value. The following brands have earned entrance into the Hall: Class of 2014 1. Rainforest Cafe - taking care of customers with food allergies 2. Umpqua Bank - constantly reinventing the branch banking experience 3. Progressive - the immediate response vehicle that improves service and reduces costs 4. Lou Mitchells - donut holes + milk duds are two extras at this Chicago landmark 5. Caribou Coffee - a little something extra on top of your coffee and trivia 6. Nurse Next Door - handling mistakes with a bit of humble pie 7. BMW - leveraging a key insight to create a new experience, the overnight test drive 8. Hard Rock Hotel - check in and rock out with a Gibson electric guitar 9. PDQ - handwashing stations and the power of your name at this QSR Class of 2013 1. Chick-fil-A - Mints, wipes and free refills 2. Wells Fargo - Focus on current customers from growth 3. Safelite - Clean and vacuum in addition to crack repair 4. Panera - Clam chowder and cookies for a special need 5. Apple - One to one training, engraving and stickers 6. Plaza Cleaners - Free dry cleaning for unemployed 7. Liberty Tax - Tasty snacks and kids waiting area 8. Enterprise - They'll pick you up 9. Zane’s Cycles - Lifetime service Class of 2012 1. Mitchells - Handwritten notes 2. Pizza Shuttle - Photobooth, gutbuster pie and custard 3. Besito - Churros and worry dolls 4. IKEA - Smaland and meatballs 5. Kiehl’s - Free samples 6. Michael Lynne’s - Coffee, 24 demos and can of balls 7. Taranta - QR codes to track freshness of fish 8. L.L. Bean - Guaranteed for life 9. Peter Millar - Mints and packing detail Class of 2011 1. Trader Joe’s - kids carts, sampling and the whale 2. Nordstrom - Splitting pairs of shoes 3. Starbucks - Bathrooms, downloads, wifi and samples 4. Disney - Alway exceeding expectations with the parade 5. Four Seasons - Walk around the desk to give your key 6. JetBlue - Leather seats, great snacks, DIRECTV 7. Izzy’s - Free mini-scoop with each scoop purchased 8. Amazon - Free 2 day shipping, books and videos 9. Whole Foods - Ice with meat or seafood Inaugural HOF Class of 2010: 1. Doubletree Hotels - Warm chocolate chip cookie 2. Stew Leonard’s - Free ice cream with $100+ purchase 3. TD Bank - Open 7 days and longer hours 4. Southwest Airlines - ‘Bags Fly Free’ 5. Five Guys Burgers and Fries – Bonus fries and peanuts 6. Zappos – Surprise complimentary upgrade of shipping. 7. Lexus – Car wash and vacuum 8. Kimpton Hotels – Lonely travelers get some ‘Guppy Love’ 9. AJ Bombers – Free peanuts delivered by P-nut bomber

1. HALL OF FAMERS
PG
by Stan Phelps, PurpleGoldfish.com

2. A purple goldfish is your one (or more) signature
differentiators in customer experience. The little
things that help you stand out in a sea of sameness.
WHAT’S A PURPLE GOLDFISH?

3. In 2009, I embarked on a quest to find
1,001 examples of purple goldfish
WHAT’S THIS?
Click here to see the list

4. After 27 months of crowd sourcing, the best examples
made it into a book called What’s Your Purple Goldfish
THERE ARE 12 TYPES OF PURPLE GOLDFISH

5. THE INAUGURAL HALL OF FAMERSNOW, WHY PURPLE &
WHY A GOLDFISH?

6. LET’S START WITH THE GOLDFISH

7. THE WORLD RECORD IS NEARLY 20”

10. 2
Who are the other goldfish in
business?

11. 2
Who are the other goldfish in
business? THE COMPETITION

12. 3
What are the nutrients in the water or the
cloudiness of the water if you are in business?

13. 3
What are the nutrients in the water or the
cloudiness of the water if you are in business?
THE ECONOMY

14. 4
What’s the first 120 days of life if
you are in business?

15. 4
What’s the first 120 days of life if
you are in business? START-UP
Trivia: a baby goldfish is called a fry… as in small fry

16. 5
What’s genetic makeup if you are
in business?

17. 5
What’s genetic makeup if you are
in business? DIFFERENTIATION
If you’ve already been in business for four months, what do
you have control over? The only thing is differentiation.

18. OK, THAT’S THE GOLDFISH, NOW WHY PURPLE?
Purple is an ode to this iconic American city
and its most famous event?

19. OK, THAT’S THE GOLDFISH, NOW WHY PURPLE?
Purple is an ode to this iconic American city
and its most famous event? NEW ORLEANS
Trivia: Three colors of Mardi Gras: Purple, Green and Gold

20. Because there is one word from NEW ORLEANS that
exemplifies the idea of doing the little something extra

21. Because there is one word from NEW ORLEANS that
exemplifies the idea of doing the little something extra

22. SINCE 2010, EACH YEAR A NEW CLASS HAS BEEN INDUCTED

23. THE INAUGURAL FIRST CLASS OF HALL OF FAMERS

24. WARM COOKIE AT CHECK-IN
FIRST/ LAST IMPRESSIONS
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25. BUY $100+, GET A FREE ICE CREAM
THROW-INS
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26. Click here to read the full story
CONVENIENCE
LONGER HOURS & OPEN 7 DAYS

27. Examples are Great, But...!
THROW-INS
BAGS FLY FREE & NO CHANGE FEES
Click here to read the full story

28. Click here to read the full story
FREE SHIPPING & UPGRADES
CONVENIENCE

29. Jerry Murrell
FOUNDER, FIVE GUYS
BONUS FRIES & FREE PEANUTS
WAITING
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30. COURTESY CAR WASH & VAC
THROW-INS
Click here to read the full story

31. PET FRIENDLY AND...
ADDED SERVICE

32. GIVE A LITTLE UNEXPECTED EXTRA
Guests have the option to
request a live goldfish to
stay overnight in their room.
GUPPY LOVETHEY CALL IT GUPPY LOVE
THROW-INS
Click here to read the full story

33. FREE PEANUTS DELIVERED IN WWII BOMBERS
FIRST / LAST IMPRESSION
Click here to read the full story

34. THE SECOND CLASS OF HOF’ERS

35. TAKE CARE OF KIDS AND CUSTOMERS FOLLOW
CONVENIENCE
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36. SPLITTING PAIRS, NOT HAIRS
ADDED SERVICE
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37. TASTING WORKS
SAMPLING
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38. ALWAYS GIVE MORE THAN EXPECTED
THROW-IN’S
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39. CHANNEL YOUR INNER ROBIN HOOD
FIRST / LAST IMPRESSION
Click here to read the full story

40. DIRECTV, COOL SNACKS,
LEATHER SEATS & FULL SODAS
THROW-IN’S
Click here to read the full story

41. FREE IZZY SCOOP WITH EACH SCOOP PURCHASED
SAMPLING
Click here to read the full story

42. 2 DAY SHIPPING, VIDEOS AND BOOKS
THROW-IN’S
Click here to read the full story

43. ICE ICE BABY AND BAGS
IN THE BAG / OUT OF THE BOX
Click here to read the full story

44. THE THIRD CLASS OF HOF’ERS

45. HANDWRITTEN THANK YOU NOTES
FOLLOW-UP
Click here to read the full story

46. MONSTER PIES, PICS & CUSTARD
FIRST / LAST IMPRESSIONS
Click here to read the full story

47. CHILD CARE & MEATBALLS
CONVENIENCE
Click here to read the full story

48. CHURROS & WORRY DOLLS
THROW-IN’S
Click here to read the full story

49. SAMPLING
Click here to read the full story
3 WAYS TO ORDER SAMPLES

50. COFFEE, DEMOS AND BALLS
WAITING
Click here to read the full story

51. FREE SHIPPING AND GUARANTEED FOR LIFE
GUARANTEES
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52. TRACK YOUR FISH WITH A QR CODE
ADDED SERVICE
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53. MINTS AND PACKING
CONVENIENCE
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54. THE FOURTH CLASS OF HOF’ERS

55. REFILLS, MINTS AND WIPES
ADDED SERVICE
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56. Click here to read the full story
80% GROWTH FROM CUSTOMERS
ADDED SERVICE

57. Acquiring a new
customer costs up
to 10 times more
than up-selling an
existing customer

58. VACUUM AND WIPE
ADDED SERVICE
Click here to read the full story

59. “
The One to One program was created for
one purpose: to build a customer for life.
It’s based on a simple premise—the more
a customer understands and appreciates a
product, the more likely they are to make a
deeper, emotional connection with that
product, and to return or to recommend
the product/service to a friend.”
- Carmine Gallo in Forbes.com
BUILDING A CUSTOMER FOR LIFE
IN THE BAG / OUT OF THE BOX
Click here to read the full story

60. CLAM CHOWDER & COOKIES
SPECIAL NEEDS
Click here to read the full story

61. HELPING CUSTOMERS IN NEED
PAY IT FORWARD
Click here to read the full story

62. SNACKS AND KIDS AREA
WAITING
Click here to read the full story

63. COMPLIMENTARY PICK-UP AND DROP OFF
CONVENIENCE
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64. LIFETIME SERVICE GUARANTEE
ADDED SERVICE
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65. THE HIGH FIVE CLASS OF HOF’ERS

66. BY NAME & HAND WASHING
ADDED SERVICE
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67. Click here to read the full story
FOOD ALLERGIES, NO PROBLEM
SPECIAL NEEDS

68. IMMEDIATE RESPONSE VEHICLES
ADDED SERVICE
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69. COINS, COFFEE AND PHONES
ADDED SERVICE
Click here to read the full story

70. “
DONUT HOLES AND MILK DUDS
THROW-IN’S
Click here to read the full story

71. CHOCOLATE BEANS AND TRIVIA
THROW-IN’S
Click here to read the full story *enology - the study of wine and the making of wine.

72. OVERNIGHT TEST DRIVE
SAMPLING
Click here to read the full story

73. BORROW AN ELECTRIC GUITAR
FIRST IMPRESSION
Click here to read the full story

74. HUMBLE APPLE PIE
HANDLING MISTAKES
Click here to read the full story

75. ARE YOU STANDING OUT
IN A SEA OF SAMENESS?
-Tony Hsieh
The New York Times
bestselling
author of Delivering Happiness
and CEO of Zappos.com
"In business you do must do
something that's above and beyond
what's expected. Phelps shows the
ingredients behind signature extras
that are unconventional and
innovative. Every business should
be asking themselves,
"What's our Purple Goldfish?"
phone: +1.919.360.4702e-mail: stan@purplegoldfish.com

76. FIVE POPULAR KEYNOTES/WORKSHOPS

77. AUTHOR, FORBES CONTRIBUTOR,
TEDX SPEAKER, AND IBM FUTURIST

78. INSPIRATIONAL, INFORMATIVE, & ENTERTAINING

79. +1.919.360.4702
stan@purplegoldfish.com
LITTLE THINGS CAN MAKE
THE BIGGEST DIFFERENCE
LET’S WORK TOGETHER