" Everyone on your team should be connected to your customers—maybe not every day, but at least a few times throughout the year. That’s the only way your team is going to feel the hurt your customers are experiencing. It’s feeling the hurt that really motivates people to fix the problem. And the flip side is true too: The joy of happy customers or ones who have had a problem solved can also be wildly motivating. So "

― Jason Fried , Rework