Fewer than half of employees believe that their companies deserve their loyalty. Digitally empowered customers now defect more easily and more quickly than ever. Has loyalty become an outdated notion in today’s marketplace?

In Loyalty Rules!, Frederick Reichheld argues that loyalty is still the fuel that drives financial success—even, and perhaps especially, in today’s volatile, high-speed economy—but that most organizations are running on empty. Why? Because leaders too often confuse profits with purpose, taking the low road to short-term gains at the expense of employees, customers, and ultimately, investors. In a business environment that thrives on networks of mutually beneficial relationships, the ability to build strong bonds of loyalty has become the "acid test" of leadership.

"Fred Reichheld admirably—and correctly—argues that the art of loyalty and relationship building provides us with the keys to making a modern organization actually work."

Reichheld's 1996 international best seller, The Loyalty Effect, set out his theory and established the link between loyalty and bottom-line profits. In Loyalty Rules!, he moves from theory to practice, using vivid stories and extensive research to illustrate how superior leaders use six bedrock principles of loyalty to build enduring enterprises. With tools for implementing these timeless principles in a volatile economy, Loyalty Rules! is a practical guidebook for taking the high road in business—the only road that leads to lasting success.