It’s nice when someone loves your brand or your restaurant or your project. We always strive to get our offerings loved, we want to be loved.

But we don’t get to love without respect, first. If you cannot earn my respect, don’t even bother delivering that product out the door.

Respect is insufficient by itself, though. Respect does not get the heart to race, respect does not often lead to waiting in line or gushing about an idea to someone else. No, those things come from falling in love, from the ineffable and magic switch that gets flipped when we are touched by something on an emotional level.

Without respect, don’t expect love.

There are too many options and too much information for me to fall in love with something incomplete or incompetent.

But respect just is not enough. Meeting the spec will get you respect, without a doubt, but stopping there will never earn you love.

Time to invest in magic. Time to take the risk and leap into the unmapped, unsafe and unreliable territory where love lives.

Without respect, love is lost. Without caring, love is boring. Without honesty, love is unhappy and without trust, love is unstable.

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