In the post, Seth talks about acting like its Mother's Day all year rather than only one day and for marketers to "market like your mom is watching." I completely agree, on both counts.
We in relationships should do the same. Acting sweet and nice on his birthday or Valentines Day doesn't get it done. A relationship is not a series of big moments. Rather, it is the culmination of the little, 'boring' moments punctuated with big events.
Take care of the little pieces - being on time, listening, sharing kind words, treating them with love and respect every day - and the big ones will fall into place.