Recently, popular blogger Seth Godin observed that people pay a high premium simply to be treated nicely.

They will pay an extra $1000 for a nice flight attendant. They’ll shell out for the presidential suite in hopes that they will be treated with kindness by the front desk clerk.

Sure, those people might tell you they’re paying for extra leg room and 1000-thread-count sheets, but those things wouldn’t matter a whit if they came with the same service that comes with coach and the Motel 6.

People pay extra to be treated with dignity and respect. It’s the nice premium.

“I think there's a huge gap between what people are willing to pay for nice (a lot) and what it would cost businesses to deliver it (almost nothing),” writes Godin. “Smells like an opportunity.”

It is. If you can be the agent or agency that delivers nice free of charge, you’ll find yourself with a lot of pleasantly surprised people, and they will return your kindness with gratitude and, best of all, positive word of mouth.