There’s something small that United Airlines does that I’ve quietly admired for years.

As a Premier 1K member, they give us these simple “One of a Kind” recognition cards by mail every year we renew status. The concept is straightforward: if a crew member goes above and beyond, we can fill out the card and hand it to them. It goes to their supervisor. It becomes part of their recognition.

It’s not flashy.

It’s not expensive.

But it’s powerful.

What’s interesting is this: I’m usually pretty happy with United. And that says a lot for an airline. Generally speaking, it’s a simple relationship. I pay for them to take me somewhere. They get me there. The service is typically positive. Transaction complete.

But these cards change something.

They make me notice.

Instead of passively consuming service, I start actively looking for exceptional moments. The flight attendant who brings genuine warmth and eye contact after a long travel day. The one who insists I take a snack even when I say no. The one who chats with me while I patiently wait for the bathroom (lol). The one who looks after me like a friend or family member would.

When I hand someone that card, I can see it in their face. It matters. I hope it brightens their day. I hope it makes them feel seen.

And it got me thinking…

What if we did this in vet practices?

Recognition as a Culture Builder

In vet med, we talk a lot about burnout. About compassion fatigue. About team morale.

We also talk about client experience.

What if we connected those two things?

Imagine identifying your “top clients.”

And no — I don’t mean the ones who spend the most money.

I mean:

• The ones who are deeply invested in their pet’s care.
• The ones who come in consistently and are proactive.
• The ones your team knows by name.
• The ones who show appreciation.
• The ones who genuinely value the relationship.

Those are your culture clients.

What if you mailed them a small set of recognition cards with a simple note:

“If a member of our team ever goes above and beyond for you, we’d love for you to hand them one of these.”

Now you’ve done something remarkable.

You’ve invited your best clients into your culture.

Why This Works

There’s something psychologically powerful about giving someone permission to recognize excellence.

When I’m on a United flight, I’m more attentive because I can acknowledge someone. I’m tuned into moments of kindness. I’m looking for authenticity. I’m paying attention to energy.

In a veterinary hospital, that could be:

• The CSR who remembers a pet’s name without looking.
• The technician who sits on the floor to comfort a nervous dog.
• The assistant who explains discharge instructions with patience and empathy.
• The veterinarian who takes an extra few minutes to answer questions without rushing.

Clients notice these things already.

We just rarely give them a structured way to elevate those moments.

How to Implement This in Your Practice

If you’re considering something like this, here are a few thoughtful ways to approach it:

1. Be Selective About Who Receives the Cards

Start small. Choose 25–50 clients who embody the relationship you want more of. This isn’t about revenue. It’s about alignment and trust.

2. Make the Cards Beautiful but Simple

They don’t need to be elaborate. A thick cardstock, your logo, a short phrase like “Above & Beyond” or “One of a Kind,” and space for a handwritten note.

The handwritten element matters.

3. Tie It to Leadership Recognition

When a team member receives a card, celebrate it. Mention it in team meetings. Read it aloud (if appropriate). Let it count for something meaningful.

4. Don’t Over-Systematize It

This shouldn’t feel corporate. It should feel human. The power of United’s card isn’t that it’s complex — it’s that it’s sincere.

5. Protect the Integrity

Make sure it’s about genuine, authentic interactions — not upselling, not transactional wins, not production numbers. This is about kindness, attentiveness, empathy, and going the extra mile.

The Bigger Lesson

In marketing and in leadership, we often focus on scale.

More clients!

More impressions!!

More growth!!!

But sometimes growth happens in smaller, quieter ways.

Sometimes it’s in the smile that shifts someone’s day.

The extra minute of listening.

The snack offered when you decline.

The energy that makes you feel like more than just a seat number.

That’s what these United cards remind me of.

At its core, every business is a relationship. Even airlines. Even animal hospitals.

And when we intentionally design systems that celebrate authentic human moments, we don’t just improve experience.

We build culture.

We reinforce values.

We teach our community what matters.

And that’s one of a kind.