Even in a world where shocking images are delivered on a daily basis through the Internet and cable news channels, what is happening in Haiti right now is difficult to comprehend. The devastation is so complete — both physically and emotionally — as survivors try to hang on, the displaced seek shelter and the world tries frantically to find ways into the tiny island nation to care for its people with supplies and hope.

And there is hope.

Millions of dollars have been raised by Americans texting to relief agencies. Small volunteer medical and recovery teams are flying in every day without regard for themselves to be part of the effort. In the coming days and weeks, there will be more high-profile pleas for support and updates from the media on progress being made.

But while this event is an almost immeasurable tragedy, the possibility for good to come from it remains.

The biggest challenge for us, as comfortable, rich (even in a recession), well-meaning Americans, is to resist tragedy fatigue. It is easy to get emotionally involved from a distance for a short time. Our hearts sink at the site of sheet-draped bodies in the streets, and they rise with the rescue of a family from the rubble. But what happens a month from now? Six months from now?

The health-care debate will be back in full swing soon, with a fight over cap-and-trade legislation not far behind. Tiger Woods may re-emerge, and there is certain to be a celebrity doing something really stupid to captivate us for a couple days somewhere along the line. It is way too easy to slowly push extended human suffering onto the back burner every time something new pops onto the radar screen.  

So what is the answer? I certainly don’t know, but the ongoing tragedy in Haiti has made me think about the suddenness of circumstances and how easy it is to think we have all the time in the world to do what needs to be done. How easy it is to watch TV at night instead of spending time on things that can make a difference to someone else.

So how does good come from this? Well, other than delivering much-needed immediate relief and contributing however we can, we can allow it to change our lives. We can develop a love for people we have never met. We can be less selfish and show more urgency for the things with eternal consequences. We can get off our butts and do something that matters.

That way, just maybe, six months from now, we will still be interested in the plight of the Haitian people, many of whom will still be homeless, hungry and in need of some compassion. Let’s hope so.

Ever notice how many things seem like they should be fun until you actually do them? What is really sad is that we have done most of those things before – and we should know better.

For me, many of those misguided notions of fun involve shopping of some kind. Going to the mall sounds appealing every six months or so, and even yard sales have a certain pull until the reality of sifting through piles of outdated electronics and battered sports equipment while sweating through your shirt sets in.

For me, though, it is the call of the mega-bookstore that snags me most often. Now, I like bookstores, and I like browsing through “my” sections and the magazines. And since I generally only go into bookstores when I am with my wife, I like that part of it, too.

The problem lies in the innocent-looking but soul-sucking rows of bargain tables offering $2 and $3 books on every subject imaginable. Books-A-Million, in particular, has more linear feet of bargain books than anyplace I have ever seen.

It is not the bargains that bother me, but rather the overwhelming pull they possess to attract my wife to start at one end and shuffle ever so slowly down the line — combing through the piles with great intensity and expectation.

She loves it. Me? Not so much. But I dutifully follow for a while until my repeated sighing causes her to insist that I check out the business magazines.

It really does amaze me how patient and determined she is to find just one or two deals that will save us money and serve a significant purpose. Unless you own a bookstore, however, it is highly unlikely that your customers are going to be that patient.

We need to do a better job of communicating the benefit of what we offer right up front. Make it obvious from the first few seconds they enter your store, visit your Web site or encounter you at the coffee shop. Our 30-second elevator speech should not just be about what we do, but rather focus on how we can help.

Most potential customers are not going to spend an hour inching their way through your business looking for the thing they can’t live without. It is our job to point it out to them right away.

I was a little nervous as I walked through the doors of my Bank of America branch this morning. I was sure they could tell why I was there. I needed to close my two business accounts, and my downward-cast eyes were a tell-tale sign that I was hoping for a quick and impersonal transaction.

I quickly realized that would not be the case when I got to the teller, and he informed me that I would have to sign in over at the white clipboard and someone would be with me in a moment.

When I told the nice young associate of my intentions, she made a pouty, sad face and asked me why – and if something was wrong. I told her that I didn’t keep huge balances and was tired of paying monthly fees. (The other reason, which I did not share with her, was that I was very excited about using a community bank, with local ownership keeping my money churning in the local economy. I also like that they bring me cookies.)

She then told me that with minor adjustments to how I use the account, the fees could have been waived. Again, that is not the only reason I moved, but it sure could have saved me some money over the years.

Why didn’t I know that? They should have done a better job telling me about ways to use my accounts more efficiently. Are there ways for your customers to save money by making minor adjustments to how they interact with you?

I realize that you may lose a little income at first, but what a tiny investment that will prove to be when they stay with you for years and tell others about how well you treat them. We should always be more interested in relationships than squeezing a few extra cents from each customer.

And that you can bank on.

Dave Fiore is the founder and CEO of davemail.

At about 6:00 p.m. on Tuesday, I tweeted that I was about to head home and was looking forward to being greeted by my youngest three children (ages 9, 7 and 3) because they still run to me with open arms and big smiles when I get home.

After a few minutes of light traffic and sports-talk radio, I was ready for my hugs and “I love yous.” What I got was something far more nefarious. Sending their mother to the front yard to distract me, my three little angels did indeed run to greet me – dressed in swimsuits and armed with an array of water weapons firing at will. With little regard for my sharp, business-casual attire and leatherette portfolio, they proceeded to drench me, much to their delight (as well as their mom’s, based on her snickers).

Running a small business can put us in similar situations at times. We walk in the office door with high expectations only to be attacked with email, voicemail, tweets and updates that can quickly throw our expectations for a loop.

 So what do we do about it?

 I am a little embarrassed to admit that there was a time that I would have gotten a little put out by the water attack incident. I was tired, my clothes were getting wet and I probably was not looking too cool in front of the neighbors.

 Thankfully, I have grown to understand that water dries, clothes get washed and my neighbors already know I’m not cool. Plus, I certainly didn’t want to disappoint my little army (that had been waiting to ambush me for a while I later learned) with anything but feigned fear and indignation and lots of slow running. OK, that part was real.

 I am grateful for all my clients, even if what they need at the moment is a little inconvenient or makes me shift my day around a little.

 I would hate to imagine what life would be like without them.

It is a lesson that business owners and managers learn quickly: There is simply more to do than time to do it. And if that isn’t the case, then something is probably wrong.

I can already hear all the Franklin planners popping open and the chants that proper time management is the key to happiness and world peace. But it’s more than that. It’s about balancing our daily activities so that we are providing flawless customer service, pursuing new business and attending to the tiny details that keep our doors open – all in a fluid environment that demands thinking on our feet and personal discipline.

It simply is too easy for an entire day to go by without moving the business essentials forward. So what do we do to guard against spending time on good stuff, but not the best stuff? And how do you figure out what the best stuff even is?

I posted that question on my blog and got a most insightful response from my 85-year-old grandfather who lives in Ohio and is apparently still cool enough to blog. His no-nonsense approach, learned through decades of successful sales, management and business experience, got right to the point.

“Dave, business practices have not changed much over time,” he said. “The best advice I can give you is that you have to learn to separate the chaff from the wheat. Without new business coming in, everything else is inconsequential! So that must be uppermost in your mind at all times. I know you have a million and one things to do, but somehow they will get done.”

So there you have it. Nothing else matters if you don’t have clients (or customers). What a novel idea. Of course, you should make sure you are taking good care of the clients you already have, but I think from his perspective that is a given. Creating a revolving door doesn’t get you anywhere.

Being a smart businessperson means staying in business – something that is a whole lot easier when someone is buying what you’re selling. And while there are at least a million other things we can be doing, we must keep new business coming in and let the rest take care of itself.