gift-psychology
The simplest diagnostic for whether a gift actually proves you know someone: Could you swap in another person's name and still send the same thing? If yes, it's generic. If no — if it only works for *them* — it's specific.
Recognition
Recognition doesn't fail because it's too infrequent — it fails because it's too generic to be remembered. New corporate research shows what actually makes praise land.
psychology
A message that cost someone a moment of deliberate thought registers neurologically closer to a hand on your shoulder than a hundred passive engagements ever will.