Sometimes it’s not about what you add to the client experience, it’s about what...

Sometimes it’s not about what you add to the client experience, it’s about what you take away.

Shawn Veltman and I checked into a hotel in Toronto.

We were there to run a workshop together the next day.

We went to our rooms, then met later at the bar.

Shawn turned to me and asked, “Noah, what was distinct about the bathroom?”

I rattled off the highlights. Heated floors. Luxury amenities. A TV in the mirror.

Then he hit me with it.

“1-ply toilet paper.”

One of the nicest hotels I’d ever stayed in. Top-tier everything. And yet, in the one place it mattered most, they cheaped out.

The lesson?

Every detail matters.

If your brand screams “premium” but your follow-up is clunky, your service is slow, or your onboarding is a mess—customers will notice.

The better you are in most areas, the less you can get away with being average in any area.

Where’s your 1-ply toilet paper?