Care more than you need to, more often than expected, more completely than the other guy.
No one reports liking Steve Jobs very much, yet he was as embraced as any businessperson since Walt Disney. Because he cared. He cared deeply about what he was making and how it would be used. Of course, he didn’t just care in a general, amorphous, whiny way, he cared and then actually delivered.
While economists and others illustrate that caring leads to repeat customers, more profit and better brand perception, Godin states that such reasons miss the mark. Instead, he writes, caring provides direction and should be the reason we show up at work every day.