Spend 95% of your budget like a strict accountant.
Spend 5% like a reckless maniac.

Jon Evans brought this concept to life with a story at Klaviyo’s recent customer event.

When Will Guidara was running food operations at The Museum of Modern Art (MoMa) in New York City, they created a gelato cart for the Sculpture Garden.

Partnering with Il Laboratorio del Gelato, MoMA negotiated hard.

Discounted gelato.
Cart support.
Strong commercial terms.

That was the 95% strict accountant part.

The 5% reckless part was a little unexpected:
🥣 The spoon.

It was an absurdly expensive item that would inevitably be thrown away.

But that tiny blue spoon elevated the whole experience.

It made the moment feel special.


Something people would share, remember, steal, photograph and tell their friends about.

The cart was profitable.

The spoon made it famous.

The point isn’t to be reckless with everything.

It’s to be disciplined enough on the parts people don’t care about, so you can be irrationally generous on the parts they actually notice.

Don’t get conservative on tiny moments that can create magic.
What’s your 95/5 rule?

Klaviyo #ksyd #ad #ksydcreators