Simply brilliant. Unlike many folks offering pithy advice like “treat your customers well,” Seth Godin offers practical advice today about showing appreciation for customers . The criteria for naming such customers shouldn’t just be the folks who spend the most money while treating the staff like crap. Instead, businesses looking at similar efforts should think about what matters to their customers and what they’d most like recognition for. Is it service to the community, building a cool business of their own, running the town little league? Customers are more than just a checkbook; they’re friends and neighbors, parents and children, husbands, wives and partners. Of course they’re worth recognizing. Funny how often we forget. Thanks, Seth, for reminding us.