There’s a lot of love being celebrated in February. From Valentine’s Day to Love Your Pet Day to National Random Acts of Kindness Day, there are many days in February that we use to show our love. But what about loving our work, our customers, and our businesses? The experts say there’s plenty of love to go around there, too.

Brian De Haaff, co-founder and CEO of Aha!, writes in Lovability: How to Build a Business That People Love and Be Happy Doing It that “Love is the surprising emotion that companies can no longer afford to ignore …. Love is central to business.” He advises us to focus on building something people will love and that will build loyal, happy customers.

Thomas Moore has been a monk, a musician, a university professor, and a psychotherapist; he is best known for his book, Care of the Soul. He writes in A Life at Work: The Joy of Discovering What You Were Born to Do that “if you can take the romanticism and sentimentality out of the word, you could say that it’s necessary to love what we’re doing and what we’re making. Love is the impetus that propels us toward our life work” and that our work is important, “not just as a means for making a living but as the medium through which you become a person.”

Jack Mitchell, Chairman of the Mitchells Family of Stores, writes in Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results that “Hugging your customers, he says, has nothing to do with being touchy-feely around them and everything to do with offering them over-the-top service.”

Danny Meyer, founder of eleven New York City restaurants, including Gramercy Park Tavern and Union Square Café, writes in Setting the Table: The Transforming Power of Hospitality in Business, “I’ve learned how crucially important it is to put hospitality to work, first for the people who work for me and subsequently for all the other people and stakeholders who are in any way affected by our business – our guests, community, suppliers, and investors.”

Gary Chapman, author of The Five Love Languages, writes in The 5 Languages of Appreciation in the Workplace: Empowering Organizations by Encouraging People that “Most problems in any given organization come down to this: do people feel appreciated?”

When you build your business with heart, you, your customers, and your employees are happier, more loyal, and more content. Love is crucial in business.