Connecting your team with customers is essential for understanding their experiences and challenges. While team members don't need to engage with customers daily, frequent interactions throughout the year can significantly enhance empathy. This connection allows team members to truly feel the pain points customers face, which can inspire a stronger drive to solve those problems.

Conversely, witnessing the happiness of satisfied customers can be equally motivating for the team. Understanding the impact of their work on customers’ lives can energize employees and foster a culture of problem-solving and responsiveness. This engagement is vital for creating a committed and effective team, as described in the book "Rework" by Jason Fried.