I noticed a recent post by Yurrii Rebryk, founder and CEO of GetFluently.app, that listed his top ten favorite of Paul Graham’s essays; one of these was “Startups in 13 Sentences“. Number 6 was to “Offer surprisingly good customer service”—not just good, but so exceptional that it defies expectations. In a world where most customers are used to being ignored or mistreated by big companies, this advice is both radical and practical. For early-stage startups, going above and beyond for customers isn’t just a nice-to-have—it’s a powerful growth strategy.

The Power of Surprising Service

Most large companies operate like quasi-monopolies, getting away with mediocre or even terrible service because customers have few alternatives. As a result, people’s expectations of what’s possible are unconsciously lowered. When a startup delivers service that’s not just competent but delightful, it stands out immediately. Customers are genuinely surprised—and that surprise becomes a story they’re eager to share.

Why Focus on Customer Service Early?

• Learning Opportunity: Exceptional service gives founders direct, unfiltered feedback from real users. You learn what people love, what confuses them, and what frustrates them. These insights are invaluable for shaping your product and business.
• Creates Evangelists: People who receive outstanding service become loyal fans and vocal advocates. In the early days, a handful of passionate users can drive your growth far more effectively than any marketing campaign.
• Competitive Differentiation: In crowded markets, service is often the easiest way for a small company to differentiate itself. Big companies struggle to be personal or flexible; startups can excel here.

Case Studies: Startups That Won With Service

Zappos: The Gold Standard

Zappos, now legendary for its customer service, built its brand by doing things that didn’t scale. They set up 24/7 support, empowered agents to do whatever it took to make customers happy, and even helped callers find pizza at 2 AM—despite being a shoe company. This approach transformed their contact center into a loyalty hub, dramatically increased customer satisfaction, and turned buyers into lifelong fans. Their Net Promoter Scores soared, and their reputation for service became a core asset.

Eero: Proactive, Human Support

Eero, a home WiFi startup, made customer experience a core part of its strategy from day one. They focused on making their product simple and their support accessible. Customers could easily reach a human for help, and the company proactively offered tips and recommendations to ensure the best experience. This hands-on approach helped Eero build trust and loyalty in a competitive tech market.

Kola Goodies: Community and Care

When Sri Lanka faced a crisis, Kola Goodies—a small startup selling Sri Lankan-inspired teas—used its social channels to connect with concerned customers and coordinate relief efforts. This responsiveness and genuine care for both customers and community built deep bonds and positive brand equity.

Why It Matters for Startups

• Loyalty and Retention: Happy customers are more likely to stick around, even if competitors offer discounts or deals. Retention is cheaper than acquisition, and loyal customers are less price-sensitive.
• Word of Mouth: Exceptional service generates organic referrals. People love sharing stories about companies that treated them unusually well—fueling growth without big marketing budgets.
• Real-Time Feedback: Direct interaction helps you spot product flaws, discover new needs, and iterate quickly. This feedback loop is critical in the early days when every customer counts.
• Brand Reputation: Consistently great service builds a reputation that attracts new customers and makes your startup stand out in a noisy market.

How to Deliver Surprisingly Good Service

• Empower Your Team: Give employees the autonomy to solve problems creatively and make customers happy—even if it means bending the rules.
• Be Personal: Use every interaction as a chance to build a relationship, not just resolve a ticket.
• Actively Listen: Treat every complaint or question as valuable feedback and an opportunity to improve.
• Don’t Worry About Scale (Yet): In the early stages, it’s okay if your level of service wouldn’t work for a million customers. The goal is to learn and build loyalty.

Conclusion

Paul Graham’s advice to offer “surprisingly good customer service” is more than a feel-good suggestion—it’s a strategic imperative for early-stage startups. By exceeding customer expectations, startups can build loyalty, gather critical feedback, and differentiate themselves in crowded markets. Companies like Chewy, Zappos, and Buffer demonstrate that going above and beyond creates lasting impressions that drive growth. Whether through in-house efforts or partnerships with service providers, startups that prioritize customer service will not only survive but thrive in 2025 and beyond. So, take Graham’s advice to heart: overwhelm your customers with care, and watch them become your biggest advocates.