Love your customers

Seth Godin

by Seth Godin

February 25, 2026

AI-Generated Deep Dive Summary

Loving your customers isn’t a prerequisite for success, but focusing on their needs and delivering value is essential. The article emphasizes that businesses don’t have to personally connect with every customer on a deep level, but they should prioritize the utility and impact of their services. This means being proud of the changes you help bring about and ensuring that your efforts genuinely benefit those you serve. The key idea is that relationships in business aren’t about personal affection or shared experiences; instead, they’re about meeting needs and driving transformation. While it’s not necessary to go above and beyond for every customer—like inviting them to a party—it is crucial to care about the outcomes you help create. This focus on utility and service fosters trust and satisfaction, which are far more important than any emotional connection. For businesses, this approach matters because it shifts the emphasis from personal feelings to tangible results. By concentrating on the value you provide, you can build a stronger reputation and foster long-term success. Whether it’s improving customer outcomes or solving real problems, prioritizing utility ensures that your work has a meaningful impact. This mindset not only benefits customers but also strengthens your business by creating a foundation of reliability and effectiveness. Ultimately, the article highlights the importance of aligning your actions with the needs of your audience. While personal connections can be nice, they’re not always feasible or necessary. Instead, businesses should focus on delivering value that transforms lives and drives progress.

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Originally published on Seth Godin on 2/25/2026