'In terms of investing, his junk-food strategy is even more straightforward: People like to indulge.' Ahh, happy customers. How could your stores indulge your customers to make them happy? When was the last time that you actually GAVE something to a customer? Didn't it surprise them? Didn't it thrill them?!? You bet it did! Now, why not institutionalize giving thoughtful treats or extra perks to customers? Buy some golf balls, and be given some tees. Buy some shoes and be given a shoe horn. Get your car fixed, and have it washed before you pick it up. Buy your lunch and be given a few French fries on the side. Buy a gift and be given a greeting card to fill in. Are we encouraging retailers to give their way into bankruptcy? Absolutely not! But we are trying to get you to think, 'Now, if it's good enough for Warren Buffett to believe in, it's probably good enough for my store to experiment with.' Or, what about your social media engagement with your customers? Is it giving them extra information? Or special 'insider insights'? Or, first dibs on special events? Or...? Does your website or Facebook page have a personality? One that is fun to be around? Have some fun with this! What unexpected 'something extra' would surprise and delight your customers?