I imagine that most of us have been in a situation where we\u2019re just told to do something without really understanding why we\u2019re doing it. Fill out this form. Dig a ditch here. Peel these potatoes. You get the picture. Without the reason behind the task — the \u2018why\u2019 –, people tend to go through the motions in a rote manner, mentally and emotionally disconnected. This mindless activity can help check the box, but it will never deliver greatness. <\/span><\/p>\n\n\n\n Most businesses tell you that they care about their customers. They have slogans that say as much. Try these on for size:<\/span><\/p>\n\n\n\n \u201cWe value our customers.\u201d<\/span><\/p>\n\n\n\n \u201cThe customer is always right.\u201d<\/span><\/p>\n\n\n\n \u201cThe customer is the center of our business.\u201d<\/span><\/p>\n\n\n\n \u201cWe put our clients\u2019 interests ahead of the firm\u2019s.\u201d<\/span><\/p>\n\n\n\n They sound nice, but can you spot the ones that actually care?<\/span><\/p>\n\n\n\n Damon Richards puts it nicely, \u201cYour customers don\u2019t care how much you know until they know how much you care.\u201d Do you really care about your customers? Customer experience drives loyalty, which drives revenue. Do you care now?<\/span><\/p>\n\n\n\n\tBehind the Slogan<\/h2>\n\n\n\n