Why Being Invested in Your Students and Customers Matters More Than Anything

Let me tell you something that took me too long to really understand: business isn’t about transactions.

It’s about relationships.

Whether you’re teaching, coaching, or selling online courses — the people you serve aren’t just numbers on a spreadsheet. They’re real humans with goals, fears, and frustrations. And if you’re serious about building something that lasts, you need to be fully invested in them.

Give People What They Actually Need

Too many businesses push what they want to sell, rather than what their customers actually need.

But here’s the thing: people can smell it. If you’re just trying to make a quick sale, they’ll sense it.

The alternative? Ask questions. Listen closely. Then recommend the course, tool, or action that’s right for them — even if it’s not the most profitable option for you in that moment.

Why? Because when you guide someone honestly, you build trust. And trust is what brings people back again and again.

Feedback Is Gold

One of the best ways to stay invested in your customers is simple: listen to their feedback.

Every email reply, every comment, every suggestion is a gift. It tells you what’s working, what’s missing, and what they really want from you.

Take it seriously. Adjust where you can. Let them know they’ve been heard. Because when people feel valued, they don’t just buy once — they become loyal advocates.

Always Aim to Be Better

Here’s the truth: you’ll never “arrive.” There’s always room to improve.

That doesn’t mean beating yourself up or chasing perfection. It means committing to being the best you can be — for your students, for your customers, and for yourself.

• Stay curious.

• Keep learning.

• Test, tweak, improve.

When people see you constantly raising your own game, they’ll trust you to help them raise theirs.

The Long Game

At Volcano Publishing, we live by this. We don’t recommend a course we wouldn’t take ourselves. We don’t push tools we don’t use or trust. And we always try to guide people toward what will genuinely help them move forward.

Because the long game isn’t about squeezing one sale out of a stranger. It’s about building relationships that last years — sometimes even turning into friendships.

Final Word

Being invested in your students and customers isn’t just good business. It’s the only business that works long-term.

Give them what they need, not what’s easiest for you to sell.
Listen to their feedback like it’s gold (because it is).
Always aim to improve, so you can deliver more value tomorrow than you did today.

Do that, and you won’t just build a business. You’ll build a community.

👉 Over to you: How do you make sure you’re fully invested in the people you serve?