Vasily Alekseyev was an Olympic gold medalist who probably invented the concept of delighting the customer.

Between 1970 and 1977, this Soviet weightlifter set 80 world records and took home 36 gold medals.

But more impressive than Vasily’s brawn was his brain. 

In 1970, he lifted 488 lbs in the clean and jerk category. He could’ve lifted much more in one shot, but he chose to increase it only by 1lb at every subsequent event.

By 1977, he had lifted 564 lbs, which remains an unbeaten world record.

Each of those lifts set a new world record, defeating his own previous world record. 

He did this because:

1. He realized that 80 world records were better than a couple of world records
2. He received bonus funds from the Soviet Govt. every time he set a world record

Importantly, he learned the art of delighting the spectators just enough each time because he almost always broke another world record every time they cheered for him.