Bother to Bother, Dare to Care

True service isn’t about labor and time, it’s about intention and attention.
It’s not about bastardizing caring into a technique, it’s about broadcasting the willingness to and the consistency with which you do care.
When the restaurant has an hour wait, takes down my cell phone number on their iPad, encourages me to walk around the neighborhood and promises to send me a text message five minutes before my table is ready, consider me served.
When the financial advisor calls me the day the stock market crashes, spends a half hour briefing me on the state of the economy, then sets up a meeting to sit down and talk about the future of my investments, consider me served.
When the hotel concierge checks me in and wheels out a stack of every bible from every major religion, including a book on atheism, then asks me which book I would like to keep in my dresser drawer, consider me served.
These companies bothered to bothered. They dared to care. They took a minute to make a moment, showed up when it mattered, and did something tangible that made a difference.