Seth Godin told us about what people want after all, in one of his blog posts. And this is valid «to customers, friends, network users, neighbors, classmates, servers, administrators, employees, maybe brands»
Like me - Touch me - Do what I say - Miss me if I'm gone. And I'll add two more: Protect me - Take care of me.
These are what we all humans looking for in any relationship, no matter it is comercial or personal. Now think on what you can do with this information, to bring value to your life and to others, of course.