The gift of giving
I got different two scarves last Christmas, from two different people. But the difference wasn’t the colour, or the fabric, it was the giving.
The first person gave the gift, not just to make me happy, but to say thanks to them to make them happy. The second gave with no expectations, except that I be happy.
In business, it’s easy to say “we care about our customers”, “we love to make our customers happy”. But that caring is often about keeping customers as customers, not about just keeping them happy. True caring is hard and means forgetting your own needs and giving with no expectation of something in return. That might just be something that businesses are incapable of doing.