I`m not suggesting that we don’t currently live in challenging economic times. I will, however, suggest that – regardless of your profession, business or job – if you’ll actively look for ways to add more value to every transaction, the chances of both surviving this down economy, and thriving in it, will be greatly enhanced.

Do more than what’s expected and you’ll dramatically improve your perceived business worth. One of the best things about co-authoring a book entitled The Go-Giver is that I constantly receive stories from people about Go-Givers they either know personally or have learned about.

Such is the case with my friend, Becci Hall, a business woman in Iowa, who sent me a copy of a great story written by reporter Jared Strong that appeared in the Des Moines, IA newspaper, The Register.

Apparently, the Anderson family, which includes a father and two sons, bought a drycleaning store so they could do something together as a family.

Looking for ways to promote their new enterprise, Crown Cleaners, they asked themselves how they could provide immense value above and beyond simply doing a good job dry-cleaning clothes. Here’s what they came up with: They randomly refunded dry cleaning bills for customers who promised to do an act of kindness with the money for those less fortunate within their community.

Yep. Simple as that. And, some of the patrons have done some very creative things, adding significant value to the lives of others greatly in need. While it was promotion, it was also something totally in alignment with the Anderson Family values.

Business is great. Even in today’s business climate, the Andersons are expanding their operation with more stores. How can you take these principles and apply them to your work?