The Power of Moments: Why Certain Experiences Have Extraordinary Impact

by Chip Heath

Shortly after you accept the offer letter from John Deere, you get an email from a John Deere Friend. Let’s call her Anika. She introduces herself and shares some of the basics: where to park, what the dress norms are, and so forth. She also tells you that she’ll be waiting to greet you in the lobby at 9 a.m. on your first day. When your first day comes, you park in the right place and make your way to the lobby, and there’s Anika! You recognize her from her photo. She points to the flat-screen monitor in the lobby—it features a giant headline: “Welcome, Arjun!” Anika shows you to your cubicle. There’s a six-foot-tall banner set up next to it—it rises above the cubes to alert people that there’s a new hire. People stop by over the course of the day to say hello to you. As you get settled, you notice the background image on your monitor: It’s a gorgeous shot of John Deere equipment on a farm at sunset, and the copy says, “Welcome to the most important work you’ll ever do.” You notice you’ve already received your first email. It’s from Sam Allen, the CEO of John Deere. In a short video, he talks a little bit about the company’s mission: “to provide the food, shelter, and infrastructure that will be needed by the world’s growing population.” He closes by saying, “Enjoy the rest of your first day, and I hope you’ll enjoy a long, successful, fulfilling career as part of the John Deere team.” Now you notice there’s a gift on your desk. It’s a stainless steel replica of John Deer...