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60-Minute CEO: Mastering Leadership an Hour at a Time by Dick Cross

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Chapter 11

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Establishing Loyalty

The two best ways to endear your business to customers are to help them over a fear or to make them feel better about themselves. Today, more than ever before, these two tactics are your highest-voltage power tools for brand support and a continually vibrant top line.

Just think about it. What is it that makes you choose one dry cleaner over another? My hunch? It’s because the business you prefer has gotten you over a fear that your favorite suit or dress might not be ready when you need it for that big meeting or cocktail party. Or the cleaner has assuaged your worry that your prized wardrobe piece might be damaged ...

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