On a recent flight aboard AirTran Airways, I was pleasantly surprised to find that instead of the airline’s usual bland mix of music and talk, complimentary XM Radio was available. The flight also offered in-flight wireless internet (for a reasonable fee).

Later during the flight, during the snacks I noticed on the bag of pretzels that they had printed a list of rather amusing directions to eating them –

1. Think about our wonderful low fares at airtran.com as you open packet.
2. …with each crunch, be reminded of our low fares.
3. As you swallow, remember again just how low the fares are…

On the flight back, the pilot of our airplane also made a few wisecracks on the passengers still not understanding how to buckle a seatbelt before ending by telling us he “approved” the message.

It strikes me as special in that I have not, in all my years of flights (actually quite a few given my age), ever had this level of service before.

It only takes a small touch to make people smile.

In a recent business dealing, I had been requesting something from the person on the other end. It was a battle before he finally agreed, but in his response email, he told me that part of the reason he agreed was that I had been so sincere and honest. He quoted the last sentence of each of my emails to him –

Regardless of your final choice, [name redacted], I want you to know that I personally wish you the best in your ventures and future work.

– and told me that my good intentions for him were a large part of why he had agreed with me.

Small touches really do matter. Whether it’s a humorous print on the back of a bag of pretzels, or just a simple ‘thank you’, people do notice them. And they matter.