The Power of the Last 5 Percent

Small, thoughtful details have the power to transform an ordinary interaction into something unforgettable. In business, those details often carry more weight than we realize.

I recently finished Will Guidara’s Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect. The book is filled with leadership lessons on culture, client care, and customer experience, but one principle stood out: the rule of 95/5.

Guidara shares that one of his central operating principles at Eleven Madison Park was to “manage 95 percent of your business down to the penny; spend the last 5 percent foolishly.” At first glance, that advice seems irresponsible. In reality, it is one of the smartest strategies a leader can adopt. That final 5 percent, used intentionally to delight clients, employees, or stakeholders, often becomes the most memorable and strategic investment an organization can make.

This mindset has clear applications beyond restaurants. In corporate gifting strategy, for example, a carefully chosen gift that goes beyond the expected can strengthen business relationships in ways no generic swag ever could. The last 5 percent is the handwritten card that makes a person feel recognized, the luxury gift wrapping that elevates the presentation, or the unique artisan detail that shows thought and care. These are the touches that spark loyalty and turn transactions into trust.

At Give Wrapped, we see this play out every day. Efficiency is important, yes, we build systems to track orders, manage timelines, and meet budgets. But efficiency alone does not create memories. The extra flourish, whether it is a ribbon hand-dyed in Nepal or a note crafted by a local calligrapher, is what transforms a package into a lasting impression. That is the last 5 percent at work.

The takeaway is simple: efficiency builds the foundation, but generosity builds the memory. Whether you are leading a team, building a company, or investing in client relationships, those small touches often carry the greatest return.

So the question becomes: how will you use your last 5 percent?