One way to have a business worth giving a shit about is to care about what your customers do. To you, the programmers, it's Yet Another Middleware CRUD CRM Layer, but to your users, it's how they make their living or enjoy themselves in their time off. They care about what your software does for them.

We programmers tend to prize the code that we write for other programmers: the compilers, the kernels, the libraries. But most of us will work for customers who do real-world things, whether that's watching a movie or checking in patients at the dentist office or tuning their guitar. So our software is usually incredibly dull to us as programmers, but of crucial interest to our users.

This doesn't have to be management consultant BS. You can't just fake caring about customers. Be sincerely interested in making their lives better, even though what they do isn't what you as a programmer have devoted your life to.