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Caring works- the new business model

I truly love Seth Godin's posts about business and marketing. He has some amazing points that all business owners can relate to in a non jargon-rich, daily blog. In his post comparing business to business marketing approaches, he discusses the old model of looking at dollar signs and profit margins versus the passion-rich model, where caring and passion make everything worthwhile. Which approach do you have? Does it help only you or does it help the greater good?