Who Cares? – Seth Godin.
Caring, it turns out, is a competitive advantage, and one that takes effort, not money.
Like most things that are worth doing, it’s not easy at first and the one who cares isn’t going to get a standing ovation from those that are merely phoning it in. I think it’s this lack of early positive feedback that makes caring in service businesses so rare.
Which is precisely what makes it valuable.