This quality or emotion was overemphasized for quite a while. Now it’s underemphasized. Business people bounce around. Employers struggle to determine where their loyalty best resides – with clients or with staff. Instead of taking a decision, they allow the struggle to continue.

A vertical core through heart, mind and muscle, loyalty provides the strength to face forward and persevere. If that sounds stilted, it’s because we have lost the sense of how important these qualities are for business outcomes.

Then there are loyalty cards – tiny, plastic relics of that ancient, deeper connection between values and outcomes. I sort of like them. Flash the card, cut to a more realistic price, thank your shopkeeper. Return card to billfold, lift the bag, breathe and walk out through the big, glass doors.

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