The Beatles told us we can’t buy it, and Johnny Lee has us looking for it in all the wrong places. Yet love makes the world go round, even the business world.

Big companies use surveys and focus groups, but there is one cost-free solution any organization can use and that is to listen.  We may not be able to learn about every client this way, but we can start with “Who are they? What do they care about? What would help them sleep better at night?  What would they love for our organization to do for them?”

Love will be the result as clients come to see that we care about their experience, want to be better and can adapt. That makes us all “feel all right.”

In “What Clients Love, a Field Guide to Growing Your Business,” marketing guru Harry Beckwith advocates asking customers what they want. Then, he says, “do that.”