Last week, I moved and hired a specialized company, recommended by friends. Although it wasn’t tragic, it wasn’t spectacular either. You might think: “But moving will never be spectacular, Felipe. They pack everything, you pray that nothing breaks along the way, and then they just leave everything in the living room.”

That’s how it used to be, but times have changed, and people are more demanding with every type of service they receive or product they buy. As Brian Halligan, one of the founders of Hubspot, said, companies today shouldn’t worry about making a product or service 10x better, but rather about offering a 10x lighter experience.

With that in mind, I decided to challenge myself with the following question to write this article: “Is it possible to design a moving experience so good that the person wants to share what they experienced with their friends and family?” The most obvious and immediate answer is “No, impossible,” but, as a Behavioral Economist and Marketing professional, I thought the exercise would be worthwhile.

Thinking of “Experience” as the sum of the variables Rituals + Expectation + Language, this article is an exploration of how a change company, of any size, without needing to invest large sums of money, could do something innovative.

Let’s imagine that this company exists and that its name is “Soul”?