The Recipe for Multimedia Publishing: 8 Tips from Christopher Kimball
8. Finally, you can’t fool your customers.
If you don’t love what you do, they won’t love it either. So if getting out of bed in the morning and going to work is an increasingly high hurdle, quit your job and go to culinary school. There is nothing that customers don’t sense about your dedication to the topic at hand. If you are in it strictly for business reasons, they will suss that out immediately and you will pay for it in lower performance. People want to be true believers, to really believe in your brand. If you don’t believe in it, they won’t either.