Being of value
Let's take a step back and consider this analogy. Imagine you are the customer of a small coffee shop down the street. You go past there every morning to get your coffee and your smile from the barista every morning. Technically, you only pay for the coffee, yet you go to that coffee shop because of the extra free smile you get when you pick up your coffee. It makes you feel good. The barista smiles because he loves his customers and the service he provides; he feels proud of his coffee and the freedom his business gives him. So, he smiles easily. It is not fake or insincere at all.
One day you get to the office and a colleague tells you that he went to get his coffee at this same small coffee shop but realized only after ...
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