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A Riff on Building Fierce Loyalty [Day 13 – 28 Days to BFL]


This is Day 13 of 28 Days of Building Fierce Loyalty. Friday, Carol Roth (of MSNBC and FOX fame) gave us an Old-School lens for Building Fierce LoyaltyToday, former Hay House radio show host and soon-to-be author Helen Kim (she’s also one of my favorite people in the world to talk to!) gives us her riff on what it takes to build fierce Loyalty. Guess what? It’s an inside/outside job. 🙂

A Riff on Fierce Loyalty

By: Helen Kim| @HelenKim

We live in times where technology has lent to the illusion that time is spinning forward faster and faster. The speed with which we can now access information and products lends a hand at making it more or less easy to inspire fierce loyalty and can influence our perceptions.

Technology makes things rather frictionless, making it easy for anyone to post and access opinions, comments and ideas. We are wired to share.

The desire to be loyal is a natural human instinct as it is deeply satisfying. People want to feel like they are part of a family or devoted to their favorite sports team, church, country,  employer,  products – anything, really.

We develop loyalty when we see leaders continue to try and make the right decisions for the benefit of their clients and employees. A business that can deliver their message effectively and instill in us a feeling of alignment toward a common vision garners loyalty or at least curiousity to experience the product or service.


No one wants to feel like you are using your business to work out your unresolved issues with your past. Self awareness is key in business and inspiring fierce loyalty. Do all the inner work (and do the outer work too because that is sometimes the way in). I once worked for a large management agency where one of the top earning agents had such a temper that there was a permanent hole in his wall where he had thrown a computer at someone in a fit of hysteria. This agency is no longer at the top of its

Know what you stand for and have create good boundaries around your brand/business.

We are constantly evolving and transforming and expect the same, or at least, hope for the same from others. This means you have to earn that loyalty again and again and again. It’s not a given. You have to manage experiences so that people want to return and be a part of your community.

It’s easy to be loyal when people behave but what do we do when we aren’t feelin’ the love? Someone with whom you feel fierce loyalty does something insensitive and it can rattle your faith in you, your business and them.

Preventive measures:

~Always be upfront, because you never lose when you tell the truth

~Be flexible which might mean that you have to compromise.

~Come up with delivery methods that better suit your clients.

Here is what I continue to work on for myself as I move into the next chapter of my life and business:

Your word is gold. When you say you will do something, you do it.

Show up – Attend conferences, parties, book signings, any place where your expression of support is seen, heard and felt.

Think about people’s problems and help them solve them.

Acknowledge everyone who shares a thoughtful comment/insight, whether a colleague, client, potential client, employee

Ask questions and LISTEN.


“You talkin’ to me?” ~Taxi Driver

I recently took a great storytelling workshop where the the first half of the day was devoted to listening.  Those first hours in a room with 12 people caused me to see how I skewed my own conversations with certain people was that how we listen and engage in conversation with anyone is dependent on how they are listening to us. When I think of the way

How do you listen to your employees? Your clients and customers? Is it with an open heart and mind or do you come with preconceived notions?

We all leave trails now. “With every idea we post, comment we share, we’re actually signaling how well we collaborate, and whether we can or can’t be trusted. It’s a new social currency, so to speak, that could become as powerful as our credit rating.” (Rachel Botsman’s TED Talk)


As we progress in life we have to make changes in order to stay vital.

Ask, “What’s next?”

Joseph Coughlin, director of the Massachusetts Institute of Technology AgeLab, says that businesses must “innovate everyday to justify loyalty for a lifetime. Middle-aged baby boomer women are key consumers and influencers. Companies must do more than provide a product or service, they must offer solutions that respond to changing life-stage needs and desires. Older consumers demand new and different – making tomorrow as exciting as a first kiss.”

We need to meet our clients and employees at the place economists call “the coincidence of wants,” addressing needs and experiences the way  Zipcar, Rent the Runway and  Bag, Borrow & Steal have done.

In Conclusion

Fierce indicates an indomitable energy – unrelenting…

So in the words of Winston Churchill, when it comes to developing fierce loyalty, “Never, never, never, never give up.”

I would love to know what you think about all of the above. How have you developed fierce loyalty in your life (business, life – it all stems from the same place!).

Thank you to Sarah Robinson for inviting me to participate in this wonderful exchange. I feel fiercely loyal to her.


 is the founder of this company and former host of “Conscious Wealth,” featured on Hay House Radio. The program emerged from Helen’s experiences in counseling individuals in their relationship with money.  She featured teachers and authors such as Byron Katie, Julia Cameron and John Bradshaw and will continue to feature other experts’ work as it relates to money, relationships and work life. Helen is currently writing a book that will help people understand, reframe and ultimately transform their relationship to money. A former cellist, she is a graduate of the Juilliard School of Music


P.S. If you aren’t already signed up and don’t want to miss out on  28 Days to Building Fierce Loyalty, please sign up here.

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