SoG...

Found this http://www.strategyofgiving.com/Download_files/SoG.pdf book thru Leo's post in Valve internal blog ... very "thinking boosting"

"Although the giver might find her gift valuable, the receiver might find it worthless. Similarly, a company can approach its customers in a way that it finds valuable, but which the customer perceives as worthless.Therefore, it is only the receiver’s act of receiving that makes the giving process complete. It is then left to the receiver to decide whether giving took place. It is here that the perceived value of the gift becomes its actual value....

The planning of strategic giving needs to start with the generated motion. First of all, it is good to start by thinking about the nature of the motion you are interested in generating. Next, you need to determine what the receiver’s needs. Then, it is crucial to look at both of these aspects to determine what might be
an appropriate gift...."