By Lou Sokolovskiy

Freelance copywriter Bonnie Harrington started sending brownies to people who referred her new clients. Yes, simple edible brownies. There was nothing special about them. They were not artisanal chocolates from Paris. Not a bottle of Napa Cabernet — just a humble box of fudgy brownies that cost less than twenty bucks.

To her surprise, the brownies became legendary. Clients joked about them, looking forward to them. Some mentioned them in thank-you notes. “Oh my goodness Bonnie these brownies!!!” read an email coming from one brownie recipient. “Thank you so much, what a gorgeous dose of cheer for this dreary week.”  

The gift seems to have created a sense of connection and warmth that far outweighed its modest price. (If you want to know the full story of these magical brownies, read Harrington’s blog post here.)

This is the essence of what I call The Brownie Strategy: the idea that small, authentic gestures — inexpensive in dollars but rich in thoughtfulness — often deliver far more goodwill, loyalty, and opportunity than expensive, transactional perks.

Why We Overvalue the Flashy

Corporate America has long clung to a belief that relationships are built on spectacle. Sales executives shell out for Super Bowl tickets. Law firms book Michelin-star dinners. Investment banks splurge on luxury retreats.

But the paradox is that these extravagant gestures risk feeling impersonal. Who hasn’t sat in a corporate box wondering if the firm paid for the seats to deepen a friendship or just to check a marketing box? These displays can blur into noise. Entrepreneurs have long noticed that what sticks is not price but authenticity. “A remembered name, a thoughtful question, a moment taken to listen,” wrote Jimmy Rustling in News Examiner, “these seemingly minor actions often yield outsized returns.”

And as seasoned business coach Robin Waite notes, “Authenticity matters more than cost” when building trust. A handwritten note or a quirky, personal token signals that you actually see the other person — and that you cared enough to remember.

The Science of “Brownies”

What makes brownies, or their equivalent, so powerful? Social scientists call it the principle of disproportionate impact: when the perceived meaning of an act is greater than the resources invested.

In other words, it’s not about the thing — it’s about the signal. Brownies say, “I appreciate you. I noticed your effort. I want to celebrate you.” The box of $600 sports tickets, by contrast, often says only, “We have a budget for this.”

And the strategy isn’t limited to gifts. Introduce two colleagues who might help each other. Forward an article to a client with a quick, “This made me think of you.” Check in unprompted on a personal milestone. These are brownies in spirit: small acts that leave big impressions.

Brownies Beat Boxes

Some professionals resist this idea. They insist their clients expect high-end treatment. And yes, there are industries where luxury is table stakes. But even in those sectors, what creates loyalty is rarely the ticket or the meal. It’s the feeling of being understood, remembered, and valued.

Think about the last time you received an unexpected handwritten note. Chances are, you kept it on your desk longer than you remember what happened at that three-hour steakhouse dinner.

In business, as in life, people rarely recall what you spent. They remember how you made them feel.

Practicing the Brownie Strategy

The Brownie Strategy doesn’t mean abandoning generosity. It means recalibrating generosity toward authenticity. Start small:

• Personalize, don’t generalize. A box of brownies beats a bottle of generic champagne because it’s quirky and memorable.
  
• Think introductions, not transactions. The right introduction can alter someone’s career — at no cost to you.
  
• Lead with timing. A small gesture delivered when it matters most — after a referral, after a tough project, after a personal milestone — is more powerful than any dollar figure.

The irony is that the Brownie Strategy is also the more economical one. In an age where marketing budgets are scrutinized, it’s the rare tactic that’s both cheaper and more effective.

The Sweet Spot

We live in a culture that prizes scale, spectacle, and the big gesture. But the truth is, business — like life — is built on the accumulation of small, human moments.

The brownies matter not because of the sugar or the chocolate, but because of what they represent: attention, gratitude, and care. They turn professional interactions into personal relationships.

And that’s what keeps clients coming back. 

So the next time you think about investing in a splashy gift or event, ask yourself: Would a brownie do the job better? 

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Sept. 2025