Most leaders think bonuses are about compensation. They are not. Bonuses are about behavior, momentum, and culture. A well-timed, unexpected bonus can create more energy and alignment than a perfectly engineered incentive plan.
The topics of driving clarity and execution are not new concepts. Here is something that is!
Enter the idea of implementing Surprise bonuses.
Done right, they do exactly that. Drive energy, excitement, possibly even some WOW!
They reward the behaviors you want repeated, not just the outcomes you hope for at the end of the year. When a team member delivers exceptional customer service, solves a chronic bottleneck, or steps up during a tough quarter, recognizing that moment immediately sends a powerful signal. This is what winning looks like here.
Psychologically, surprise bonuses tap into intrinsic motivation. People feel seen. They feel valued. And most importantly, they feel trusted. That emotional connection multiplies engagement far beyond the dollar amount itself. A $500 or $1,000 unexpected bonus tied to a meaningful win often carries more impact than a predictable $5,000 raise buried in an annual review cycle. Another plus, you give the bonus one time, it does not become a recurring expense.
From a business standpoint, surprise bonuses create speed and focus. They reinforce your One Thing, your top priorities, and your critical numbers. When leaders use bonuses to highlight execution discipline, customer obsession, innovation, or teamwork, those behaviors spread quickly across the organization. Culture is shaped by what gets celebrated.
The key is to keep surprise bonuses simple, specific, and sincere.
First, be clear about what behavior earned the bonus. Tie it directly to a company priority or value.
Second, deliver it quickly. The closer the reward is to the action, the stronger the reinforcement.
Third, keep it human. A handwritten note, a public thank-you, or a personal conversation from a leader dramatically increases the emotional impact.
Finally, avoid turning surprise into entitlement. If bonuses become predictable, they lose their magic. Use them sparingly and strategically. They could also be things besides money. Sports tickets, gift certificates to their favorite restaurant, a special gift related to their favorite hobby. Example, there are lots of golfers, how about a few dozen personalized golf balls with the name on it? (NOT your Company logo)
Great companies do not just pay people for results. They invest in energy, trust, and momentum. Surprise bonuses are one of the fastest ways to fuel all three. When leaders reward the right actions at the right moment, the organization moves faster, grows stronger, and scales with confidence.
Consider taking Surprise Bonuses out for a drive on the test track and see how it goes!