Timeless principles -- Loyalty leadership: putting principles into practice -- Play to win/win: profiting at your partner's expense is a shortcut to a dead end -- Be picky: membership is a privilege -- Keep its simple: complexity is the the enemy of speed and flexibility -- Reward the right results: worthy partners deserve worthy goals -- Listen hard, talk straight: long-term relationships require honest, two-way communication and learning -- Preach what you practice: actions of ten speak louder than words, but together they are unbeatable

1. Customer loyalty
2. Customer relations
3. Employee loyalty
4. Leadership