Two weeks ago was my birthday. I got LOTS of messages on Facebook, Linkedin, email and WhatsApp. 

And I am really appreciated each and every one of them. But one wish was VERY special. That of my little 10-year-old daughter, Miya. She made me a special birthday card. It is used here in the cover photo. 

And it made me think. 

Why is this card so special? Some people buy beautiful expensive cards or gifts, but this little card means more. 


I don’t think it was because it came from my daughter. 

I think it is because of the way it was done. She cared. She wanted to make me something special, something different, she thought about just me for a while, she chose the colours, took time drawing it, and carefully chose the words inside the card. It came from her heart.

And that is often what sets some people apart from others in life and in business. You get the idea that they REALLY care about you. They will send you a thank you note after you did business with them. They will remember little details that are important to you. They will give you something special for doing business with them. They might phone to say thank you for a job well done. They will send a note of sympathy or well wishes when something goes wrong.

You weren’t just another client, or just one more friend, you are special to them. 

For a few moments in this busy fast-paced and often ruthless world, they stopped for a moment and thought about just you for a while. 

They cared. 

And let’s admit it, you feel different about those people. You appreciate everything they do and who they are. You will go out of your way to help them if they need something. 

Maybe we can incorporate more of this caring attitude in our business and in our life?

Maybe we should spend less on advertising to get new customers and more on caring to keep the old ones?

I think the world will be a much better place, and our businesses will have much more loyal customers.

Winston Churchill famously said: “We make a living by what we get, but we make a life by what we give.” 

In Galatians in the Bible, it says” for whatever a man sows, this he will also reap.

SMALL gestures will ALWAYS make a BIG impact.

If you’ve read this. I appreciate it. Thank you.

JC Crafford.