Here is a link to a fantastic post from Seth Godin's blog.
There is so much truth to this...great motivational read!!!
When you feel like the "extra" you do is a waste of your time...or no one is noticing it...remember this!!
http://sethgodin.typepad.com/seths_blog/2010/05/hardly-worth-the-effort.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29&utm_content=Google+Feedfetcher
THAT is why you do it....to set yourself apart and to give people something they cannot get anywhere else. Be it a level of service that is unsurpassed or original work. Just make yourself excpetional at what you do.
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