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I’d managed 95 percent of my budget aggressively, leveraging MoMA’s brand to get excellent gelato at a steep discount, and the beautiful cart for free. I’d earned the right to splurge on those spoons, the one small detail I believed would dramatically transform the experience of getting an ice cream at the cart. This is what I would later call the Rule of 95/5: Manage 95 percent of your business down to the penny; spend the last 5 percent “foolishly.” It sounds irresponsible; in fact, it’s anything but. Because that last 5 percent has an outsize impact on the guest experience, it’s some of the smartest money you’ll ever spend.