“Generosity in terms of free work, constant discounts, and plenty of uncompensated overtime isn’t really generous. Because you can’t sustain it. Because soon you’ll be breaking the promises you made. On the other hand, showing generosity with your bravery, your empathy, and your respect is generous indeed. What your customers want from you is for you to care enough to change them. To create tension that leads to forward motion. To exert emotional labor that will open them up to what’s possible. And if you need to charge a lot to pull that off, it’s still a bargain.”