Transform Transactions Into Service—'Upserving', Emotional Signage, and Servant Leadership in Action

In Kenyan minibuses, drivers’ risky behavior threatened lives. Researchers tried a different approach: posting signs that asked passengers to speak up when driving was reckless—not for the sake of enforcement, but for service to the whole community. Suddenly, passengers engaged, drivers slowed down, and accident rates plummeted. The intervention worked because it made service personal and purposeful.

Similar stories unfold in classrooms, hospitals, and businesses. A pizzeria owner posts a sign with his personal cell phone, promising to make things right for any disappointed customer. Hand hygiene reminders in hospitals work best when they highlight patient safety, not just self-interest. When leaders or sellers serve first and aim not for the extra sale ('upselling') but to deliver unexpected help or value ('upserving'), relationships transform and so do results.

This approach is known as 'servant leadership' and 'servant selling'. Behavioral studies show that when people lead with genuine service, they inspire loyalty, better performance, and stronger ethical climates. Emotional intelligence in everyday reminders (like thanking people for their patience in a line, not just barking rules) fosters community and voluntary compliance. The best service isn’t airy inspiration—it’s practical, humble, and deeply human.

Next time you pitch an idea, implement a new rule, or design a sign, pause and ask, 'Will this genuinely help the other person and improve the wider situation?' If not, tweak your approach until you can answer yes. Shift your energy from selling more to serving better—whether that means adding a handwritten note to a delivery order or patiently listening to a team member’s concern. Whenever possible, create reminders or instructions that appeal to empathy or purpose, not just authority. Notice how reactions change—and how you feel more like a partner than a persuader.