“But I do think that we sense when somebody has cared. And one thing that is incontrovertible is how much we’ve cared.” -Jony Ive, Apple’s design visionary on the Apple way.

It certainly seems that those people and organizations that really care are the ones worth talking about.

Most encounters are marked by the kind of caring that is just enough to not get someone in trouble or to avoid awkwardness. How remarkable when the level of caring is striking, when someone sweats the details and puts in extraordinary effort, even if there’s no obvious extrinsic reward.

Care more. Be more awesome.