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"When you find someone you believe in, do not hesitate to stand by him through thick and thin." – Bryce's Law

INTRODUCTION

There is a general consensus today that there is a complete breakdown in corporate loyalty, that employees no longer maintain allegiances to their companies or their bosses. Years ago people joined companies usually for life. Workers figured if they worked hard enough and kept their noses clean, the company would take care of them. This is no longer the case. Due to the corporate changes implemented over the last twenty five years to remain competitive in a world economy, workers now typically live in a state of paranoia and think short-term employment as opposed to long-term, thus affecting their perspective on loyalty.

As some very visible examples of this, consider the dismantling of the studio system in Hollywood and the farm system in Major League Baseball. Instead of being groomed and nurtured from within the system, employees have been forced to become free-agents. Obviously, this encourages individualism as opposed to teamwork. I chuckle when I hear an executive become exasperated that there isn't any loyalty in his company anymore. Why should there be if he promotes a corporate culture that doesn't encourage loyalty?

Let's understand this from the outset, loyalty represents trust. It means a person is confident that something will behave predictably, positively, and to their benefit. As a result, they will willingly pledge their allegiance to it. If it doesn't behave in this manner, loyalty will be shattered.

There are three types of loyalty we commonly come in contact with: Product, Institutional, and Person:

PRODUCT LOYALTY

I'm sure we all know someone who has allegiances to products. For example, I have a friend whose family has been buying Buick automobiles literally for generations. Even though the body styles have changed over the years, they have found it to be a trustworthy product and have remained loyal customers for decades. I also have a business contact who refuses to fly on anything but Boeing aircraft. Back in 1985 there was a consumer uproar when Coca-Cola changed their formula and introduced "New Coke." Loyal customers finally forced the company to reintroduce the original formula under the name, "Coca-Cola Classic" (as we know it today).

People form attachments to products because they like it, have become familiar with it, and are confident it will perform routinely and to their benefit. They will even go so far as to adapt their lifestyle to the product and become dependent on it, just like a drug, even tolerating modest changes in price and attributes. But if the product changes radically, becomes unreliable, or skyrockets in price, then loyalty is shattered and the consumer looks for other alternatives. To illustrate, consider the American automotive industry; for years, people loyally purchased American automobiles because they believed them to be well built and tailored to the needs of the American public. Foreign automobiles were originally considered as nothing more than a curiosity that was out of step with the public. But because of some serious missteps by Detroit, consumer loyalty was shattered and transferred to foreign car manufacturers, particularly the Japanese and Germans who worked overtime to cultivate consumer loyalty.

Loyalty in this regards does not require a product to be best in its class. In fact, a lot of mediocre products command consumer new era caps loyalty simply because consumers perceive them as quality goods. For example, I do not consider Microsoft products to be the best of their kind, yet they command incredible consumer loyalty as people perceive them as "state of the art." Even though there are many other excellent products out there with superior features, Microsoft commands the PC simply because they have been able to cultivate consumer confidence. But if they ever lose this confidence, there will undoubtedly be others to take their place.

INSTITUTIONAL LOYALTY

We see instances of institutional loyalty in such things as political parties (Democrats, Republicans), branches of the military (Air Force, Army, Coast Guard, Marines, Navy), countries and communities, charities, sports teams, fraternal organizations, and companies. Here, people fervently believe in the institution they belong to and proudly display their loyalty though such things as lapel pins, bumper stickers, tattoos, web sites or whatever. Most people realize such institutions are not perfect. Nevertheless, they support it through thick and thin simply because they believe it to be a good and noble institution. The only time they will break with it is if the institution radically changes course and is no longer in line with their personal interests and values. For example, we have seen examples of people switching from one political party to another due to a change in policies and interests.

Quite often, the loyalty for an institution or office within it supersedes the loyalty to the person holding the office. We see numerous examples of this in the military and government alone. True, soldiers are more apt to follow certain leaders into battle they believe in, but they will also perform their duty out of a greater sense of loyalty to the institution.

Corporations tend to be a bit different though since the integrity of such institutions are being questioned today. This is probably due to corporate cultures that are failing to maintain the interests of the workers. Whereas I still have friends employed by big businesses who have long tenure with their companies, younger workers tend to lack new era caps faith in the institutions and find the company's interests are not compatible with their own. Their only motivation is to pick up a paycheck, nothing more, nothing less. This is somewhat sad as it means their work is not aligned with their interests which does not promote a sense of craftsmanship.

PERSONAL LOYALTY

Loyalty to a particular individual is perhaps more common than the other two. This is because people are social animals and tend to identify with the interests of others (the "birds of a feather" phenomenon). In terms of superior/subordinate relationships, with rare exception, we want to believe in our leaders. We want new era caps them to worry about charting the right course of action while we worry about tending to our own particular work effort. People are more inclined to follow a leader, even through the most difficult of times, whom they are loyal to than someone they do not trust. But understand this, loyalty at this level is a two-way street; not only does a manager require the loyalty of his workers, the workers require the loyalty of the manager. This requires effective social and communications skills (people skills). The manager must demonstrate he knows what he is doing, knows the right path to take, and maintains the interests of his subordinates. Conversely, the workers must demonstrate to the manager they are willing to put forth the necessary effort to see a job through to completion. In other words, both parties depend on each other, which brings us back to trust. And if the trust is ever broken, harmony is disrupted, and the manager and workers begin to work at odds against each other, which, of course, is counterproductive and a very unhealthy working environment.