The power of a customer-first strategy

A guide to true brand affinity

I would argue that the most important indicator of a brand’s health is customer loyalty. For leaders, building and sustaining strong customer loyalty is the holy grail. Leaders talk a lot about how to win customer loyalty, and sometimes that could mean getting caught up in chasing the newest shiny object, silver bullet, or trend. To avoid that chase, I’ve made a point of rooting myself in an approach that sounds basic on the surface, but is truly transformative: making customers the true center of every decision. This isn’t a reactive strategy during tough times—it’s a proactive philosophy that builds resilience and clarity before you need it.