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The Ultimate Competitive Advantage: Why Your People Make All the Difference and the 6 Practices You Need to Engage Them by Sean Covey, Sue Dathe-Douglass, Shawn D. Moon

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CHAPTER 8

PRACTICE 6: CREATE INTENSE LOYALTY

“You can buy a person’s hand, but you can’t buy his heart. His heart is where his enthusiasm, his loyalty is.”

—STEPHEN R. COVEY

IT TOOK RETAIL GIANT COSTCO less than thirty years to become the second largest retailer in the United States and the seventh largest in the world—without advertising. How? By growing a worldwide base of intensely loyal customers and employees, many of whom “wouldn’t shop or work anywhere else.”

The highest level of engagement is loyalty. Loyal workers and loyal customers are worth their weight in gold. A talented worker who gives her heart and mind to your enterprise can generate ten- or a hundred- or a thousand-fold more in revenue and goodwill than she will ever cost you. ...

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