Would you like more ice?

On a recent business trip, while having breakfast, I ordered an iced coffee which was promptly served. However, as soon as the waitress placed the glass down, I realized it didn’t have enough ice. Before I could request more, she asked, “Would you like more ice?” While this gesture was thoughtful, it would have been even better had she realised the coffee needed more ice before serving.

This simple experience highlighted an important business principle: when we know what’s right, we should act on it before being asked. In any industry, proactive action—not waiting for the customer to point out what could be better—sets businesses apart. Whether in sales, operations, or customer service, anticipating needs builds trust and creates memorable experiences resulting in “customer delight”.

Anticipation goes beyond customer service. It applies to any interaction—whether managing a team, working with clients, or delivering products. Proactively identifying and addressing gaps or opportunities before they become visible can transform ordinary outcomes into exceptional ones.

In business, customer delight comes not from just solving problems but from ensuring they never arise. Proactively addressing needs—before being asked—is a small change that can have a lasting impact.

So, always ask yourself: are you anticipating what your clients, teams, or stakeholders need before they even say it? Have you thought of everything that you can do to not just meet, but exceed expectations?

I hope this experience prompts you to take proactive ownership of your role and push yourself to Shoot to the Top!