When times are good, loyalty is nice. But not wildly valuable.

It is easy to be loyal when things are going well, sales are growing, customers paying on time, and the partners are happy.

It is when times are bad that loyalty is gold.

Loyalty is tested during the difficult times, when temptation to leave is high, when there are better options than what you currently have.

Loyalty is tested when it is easy to cheat [and not be caught], or cut-corners, but instead choose be honest and weather the storm.

Loyalty is not grey. It is black or white. You are either loyal completely, or not loyal at all. You can’t be half loyal or be loyal based on circumstances. Your partners have to understand this. You can’t be loyal only when it serves you.

The thing about loyalty though is that you don’t demand loyalty, you earn it. In order to receive it, you have to demonstrate yourself.

Those who demand loyalty, must give loyalty.

Knowing that your partners are loyal is like an injection of happiness and courage.

Loyalty is royalty.

Loyal partners.

Nothing quite like it.

Ps: Loyal partners can be business partners, your team or your customers.