Why surprises don’t scale

Montoya’s case for systematizing client delight—step by step

Lots of agents think they can “wow” clients by going above and beyond randomly.

But Montoya makes a great point in The Brand Called You (paraphrased): surprises don’t scale.

What scales?

Systems.

The agents with the strongest brands don’t just provide great service—they build repeatable experiences.

From the first phone call… to follow-ups… to personalized i…