Starting a business doesn’t always mean inventing a groundbreaking product. 

Sometimes, you can start with a simple service and it can be just as valuable.

In fact, some of the most successful businesses have been built on the foundation of solving everyday problems.

Take Marie Kondo, for example.

She didn’t create a revolutionary gadget or a complex piece of software.

Instead, she offered something simple— a decluttering method.

The interesting part is that her cleaning philosophy unintentionally flipped a common psychological phenomenon that many people experience.

Marie’s method, while focusing on decluttering, also highlights something known as the Diderot Effect.

In this blog, we’ll explore how Marie Kondo’s simple service became a global movement and how understanding the Diderot Effect can help you build your own business.

Who is Marie Kondo, and How Did She Become Famous?

Marie Kondo, born in Japan, initially began her journey as an organising consultant.

Her passion for tidying started early, but her career took off with the release of her first book in 2011.

It was called The Life-Changing Magic of Tidying Up.

The book became a bestseller not only in Japan but also in the United States, where it was published in 2014. 

However, it wasn’t just the book that catapulted Marie into international fame.

Her big break came when she starred in her own Netflix show called Tidying Up with Marie Kondo in 2019.

The series brought her decluttering philosophy into the homes of people across the U.S. and the world.

Marie became a household name, with her catchphrase “Does it spark joy?” going viral.

The Diderot Effect Explained: Why One Change Leads to More

The Diderot Effect describes how acquiring one new item can lead to a domino effect of additional purchases.

It is named after French philosopher Denis Diderot who experienced the effect himself.

When Diderot got a fancy new robe, he felt like his old stuff didn’t measure up so he started replacing everything to match his new robe.

This 18th-century idea is still relevant today.

For instance, buying a new sofa might make you feel the need to start redecorating the entire living room. 

Basically, the Diderot Effect taps into our need to maintain consistency in our environment.

The KonMari Method: How Marie Kondo Flipped the Diderot Effect Using Its Own Principles

The Diderot effect can often lead to a never-ending cycle of buying more.

Marie Kondo understood this well.

Many people gather a mountain of belongings over time and then struggle to manage the clutter. 

The KonMari Method offers a powerful antidote to this problem by flipping the Diderot Effect on its head.

Her method taps into the same human need for consistency as the Diderot effect.

Here’s how it works:

Step 1. Tidy by Category

Start with clothes, books, or papers—not a specific room. 

Pile everything in that category together so you can really see how much you own.

Step 2. Hold Each Item and Ask, “Does It Spark Joy?”

This is the heart of the KonMari Method. 

As you hold each item, ask yourself if it brings you joy. 

If it does, keep it. If not, it’s time to let it go. 

The goal isn’t to have less but to be surrounded by things that truly make you happy.

Step 3. Start Small, Feel the Shift

Once you’ve decluttered your clothes and seen the difference in your wardrobe, that feeling of lightness and joy kicks in.

You want that same energy in other areas of your life.

Step 4. The Desire for Consistency Sets In

Instead of buying more to create a “match” for your new purchases, the KonMari Method makes you want to get rid of more stuff to match the new tidiness.

The more you declutter and see the impact in one area, the more you’ll want that same sense of calm and clarity everywhere else in your home.

How Small Businesses Can Apply the Diderot Effect

As small business owners, the Diderot effect can teach us a new perspective about how to guide customers on a continuous journey.

Here’s how you can apply it to your own business:

1. Craft a Service Journey

Offer services that naturally lead to the next level. 

If you’re a marketing consultant, for example, start with a basic strategy session.

Then, follow up with more advanced offerings like implementation, social media management, or long-term coaching. 

Clients will feel the need to keep improving and advancing with you.

2. Upsell Additional Services

When a client finishes one phase of work with you, offer them the next logical step. 

For instance, if you provide web design services, follow it up with an offer for ongoing maintenance, SEO optimisation, or content creation services. 

Help them see how their new website can work better with continuous support.

3. Create Bundled Service Packages

Bundling services that complement each other encourages clients to invest in more than just one.

A business coach, for example, could bundle a monthly coaching call with a quarterly business audit or a personalised marketing strategy session. 

The package feels more cohesive and complete, just like how the Diderot Effect ties purchases together.

4. Offer Tiered Service Levels

Start with entry-level services and offer more advanced packages over time. 

If you’re a personal trainer, begin with basic one-on-one sessions.

Then introduce group training or nutritional planning as add-ons. 

Each service should feel like a natural progression for your clients.

5. Personalised Follow-Ups

After a client has used one of your services, follow up with tailored suggestions for how they can continue improving or expanding their success. 

If you’re a financial advisor, for instance, offer ongoing portfolio management after an initial consultation.

Remember, it’s not about pushing unnecessary add-ons. 

It’s about creating a journey where each step feels like a natural progression, adding genuine value at every turn.

Design a Service That Truly Sparks Joy Among Your Customers

You don’t need to flip the Diderot effect like Marie Kondo does.

Instead, use it to your advantage by creating a service experience that truly adds value to your customers’ lives.

Just like how Marie’s method encourages you to keep only what sparks joy. . .

Aim to deliver services that bring real value and satisfaction.

When customers see how your services enhance their lives or solve their problems. . .

They’ll naturally want to stick around and see what’s next.

The more you can align with your customer’s evolving needs, the more they’ll be excited to continue their journey with you. 

In the end, when your service sparks joy, it’s not just about making a sale—it’s about building a lasting relationship.