How kindness will make you rich.

The flywheel of behavior.

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Human kindness has never weakened the stamina or softened the fiber of a free people.


The Weekly Tone

It should come as no surprise to you by now that I believe kindness and maintaining a genuine interest in others will make you rich.

But I’d like to prove it to you.

First, let’s imagine that we’re all mini businesses—”we” meaning ourselves in the flesh, a business on two legs, whether you’re working at a supermarket after school or running a billion-dollar tech unicorn is irrelevant. Every day that we wake up and walk outside, we’re open for business.

Now, let’s consider everyone that we interact with throughout the day as a “customer” of our little business, from the barista to the Silicon Valley robotics CEO. As a business, our behavior determines how many “customers” we satisfy on a daily basis. That means if they’ll they like us, they’ll come back on their own—maybe just to say hi. They may tell a friend you’re cool too.

Imagine a world in which everyone that you interact with, you treat with such interest and kindness, that they become “repeat customers”, evangelized by your awesomeness. They tell the neighbors, “You gotta meet Nick, he’s a stand-up dude!”

You get invited to new places. You get freebies from restaurants and shops. People wave at you as you walk by.

Sounds cool, huh?

Now, let’s jump back to a traditional business example.

Real businesses (especially e-commerce, because of its clear measurability) that achieve this phenomenon of overjoying customers refer to it as maintaining a “viral coefficient”. This means that everyone who buys something (or takes a meaningful action with the business) tells someone else about it!

This is how businesses grow like bamboo without a cent of paid marketing. Having a viral coefficient is like having a license to print money for a long, long time. If you ask e-commerce pros, they’ll tell you, without it, you’ll surely go out of business.

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On the other hand, some businesses have such poor customer service that they have a negative coefficient—meaning customers tell a friend about how awful you are. In this scenario, without unlimited money for damage control (which no one has except for perhaps the US Government), you’ll go out of business even faster.

Back to our very human, mini-businesses that we’re running all day.

Could you imagine how much your life would suck if you walked around with a negative coefficient?

And how awesome it would be if you had a crazy high viral coefficient?

You’d be fooling yourself if you think that a viral coefficient in personality isn’t what’s behind the Big Shots in the office and those that score corner tables at Michelin Starred restaurants.

I repeat—it’s not about already having money. Remember how much it costs to run a business with a negative coefficient?

All the best stuff gets handed to the best little businesses. Why would you want to operate in any other way?

In other words, being a jerk comes at a cost far too high for anyone to maintain over the long run.

So be kind and here’s a free coffee ☕.

This week, I'm taking meetings in Chicago, IL.

💰 R/RR

Rich: Screw ‘em.

Really Rich: You’ll see them again someday, treat them with respect.

🎙️ This Week On The Really Rich Podcast

In episode 27 of The Really Rich Podcast with Nicholas Crown, I sit down with Dr. Clinton Lee, author, viral content creator, and wine specialist on the importance of etiquette. He has spent his career educating his audience on navigating social situations in business settings. Dr. Lee defines etiquette by the three pillars of respect, courtesy, and kindness. Etiquette, as Dr. Lee says, starts with respect for oneself.

Podcast available on YouTube, Spotify, and Apple Podcasts.

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