Reciprocity is the act of receiving something in return for a gift that you gave out. The person receiving the original gift is compelled to act and return the favour. This term has been somewhat of a fascination for me recently. Why? Well other than the fact that at its core it is something essentially I do every single day in working with custom branded gifts. What makes reciprocity even more fascinating though is that this simple concept is at the heart of community and human nature. If you think about it a lot of what we do everyday revolves around giving and receiving. Its what we do to survive. Therefore if you are in a business having this awareness is definitely a good thing from everything you say and every piece of marketing you do. There have been countless social experiments on reciprocity and the result is always the same no matter what culture or country you are in. One of my favourites is an experiment by an Englishman who sends out 600 cards to random people in