I was speaking at a conference recently in the Australian capital, Canberra, and the organisers put me into the Crown Plaza. At first it was like many hotels around the world, until I went to breakfast. On the table was a promotion to inform guests that we were stopping in the first hotel in Australia that had joined the ‘RSPCA Choose Wisely’ initiative. This program ensures that every egg served in the hotel is from a cage free chicken, the egg was either free range or barn laid. This was a simple marketing strategy, but had a powerful message on the philosophy of the business. Such a simple act can make a big difference to customer’s perception of your business.