In Mexico, we have a saying: “Lo que el cliente pida”, give the client what they want. It sounds like great service. But it kills innovation. Here’s why.

The Story Nobody Tells

A client asks for a market analysis report. The consultant delivers a 40-page deck with charts and data. Invoice sent.

The consultant did exactly what was asked, nothing more, nothing less. And that’s the problem.

A more powerful approach: The consultant delivers the report, but also includes a one-page “decision framework” that helps the client actually use the insights. They schedule a working session to pressure-test the top three strategic options together. The client gets thinking, not just information.

Here’s another one…

A guest asks for extra towels. Housekeeping brings two. Request fulfilled.

A more powerful approach: Housekeeping brings four towels, notices the guest has a baby (portable crib in room), and leaves a note: “We have a washer/dryer on the second floor if you need it during your stay. Just call extension 4. – Maria”

The Comfort Trap

When teams take “lo que el cliente pida” literally, they stop thinking. They wait. They react. They comply.

It becomes an excuse to stay safe. Employees do exactly what’s asked, nothing more. Managers stop exploring new ways to delight customers. Companies optimize for efficiency, not emotion.

Predictable experiences never create loyalty; they create indifference.

True Service Is Creative, Not Reactive

The best brands in the world don’t just give customers what they ask for; they reveal what they didn’t know they wanted.

A waiter takes orders. A host creates evenings people remember.

A technician fixes problems. A craftsman anticipates needs before they arise.

A vendor fills requests. A partner builds something better together.

Disney, Apple, and Ritz-Carlton don’t just meet needs; they stage experiences. They understand that service without imagination is just labor.

Why Surprise Wins

Psychologically, surprise is one of the strongest triggers for delight. It activates joy, memory, and storytelling.

You expect a restaurant to fix a mistake when you complain. You don’t expect them to bring you dessert with a handwritten apology note.

The second one creates a story, and stories spread.

Surprise transforms service into emotion. Emotion transforms satisfaction into loyalty.

The New Motto

If “lo que el cliente pida” is the motto of the average, the motto of the greats is:

“Da lo que el cliente ni sabía que quería.”

“Give the client what they didn’t even know they wanted.”

That’s the mindset of brands that lead, not follow. That’s where innovation and customer delight meet.

This Week’s Challenge

Pick one client interaction. Before responding, ask yourself: “What would delight them, not just satisfy them?”

Then do that thing.

That’s how ordinary service turns into unforgettable experiences.

The bottom line: Compliance keeps customers. Creativity creates champions. Stop asking “What does the client want?” and start asking “What would blow their mind?” That’s not just better service, it’s the only service worth remembering.