|"Make me feel important." (Your customer)|
That might seem justified on the surface. But there are times, in our personal and professional lives, when we have to do things that, hopefully, will please The Other.
As a professional presenter, when I walk into an audience-filled room, my main job is to answer their question, "What's in this for me?" I do my best to give them something that will serve them. They are all wearing an invisible sign around their necks that read, "Make me feel important." It's my job to do the best I can to fulfill that desire. I'm not always 100% successful, but I can always tell when I am as successful as I can be with a particular audience. They show their appreciation in a multitude of ways.
Lots of professions and occupations lean in the same direction: Help my client, my customer, my staff, my colleagues feel as good about the purchase, the sale, the work, the relationship as I possibly can.
In other words, there are times when the satisfaction of others is more important than my own. And, usually, when I make that kind of effort, I also receive a mighty payback. Everyone wins.
So, as the saying goes, do unto others. Make sense?