“Give, and you shall receive.” Who hasn't received this advice growing up?
It's based on the simple psychological principle of reciprocity: We tend to feel obligated to return favors after people do favors for us.
Yet in the rational world of business, the approach tends to be: “If you do that, then I will give you this in return.”
I got to appreciate how reciprocity can work in business when running Clubcard for Tesco:
1) When we gave customers a general c