oping the trust and mutual respect that it is based on. This means communicating honestly with people and striving to ôcreate and nurture mutually beneficial partnershipsö (Reichheld, 15, Loyalty Rules). Leadership in a company that seeks to develop loyalty needs to position employees carefully so that they can fulfill roles that they are truly suited for, roles that tap their individual strengths (Reichheld, 15, Loyalty Rules). Loyalty among staff is not something that can be demanded or legislated; it is a genuine response to fair and equitable treatment that is couched in an appreciation for the employeeÆs unique contribution.
In order to gain loyal customers and loyal employees, a company must plan for that. Within the company, leaders need to look for employees who are ôkeepersöùwho are in sync with the companyÆs goals, are loyal and foster loyalty themselves, and who are looking for a lifetime partnership rather than a paycheck. By helping these people ôdiscover their full potential,ö company leaders are developing their loyalty and ensuring that they will develop loyalty in their customers in return (Reichheld, 15, Loyalty Rules). Loyalty-based leadership focuses on relationship rather than rules, much the way a successful marriage would. Leadership invests time and effort in employees and reaps a return in the form of loyalty that is given back to them as well as communicated to customers and potential customers outside the company.
Likewise, outside the company, leaders need to find way
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