I am a huge fan of Seth Godin.
He was recently interviewed by Colloquy for their 25th Anniversary (full details here https://www.colloquy.com/loyalty-strategies/q-a-with-seth-godin-loyalty-s-turning-points-having-a-purple-cow/)
His 3 key points from the article are
1. Build something I’d miss if you took it away;
2. Focus not on prizes or the transfer of value, but on recognition, on humanity, on people; and
3. Care more.