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This is an article inspired by the glut of recent football weekends. Lou Holtz, the legendary college and pro football coach, offers the following advice to coaches everywhere: “I never learn anything talking. I only learn things when I ask questions.”

When people at your company think about “customer loyalty,” are they thinking about your customers’ likelihood to recommend, likelihood to repurchase, or likelihood to purchase additional products? How does your company define customer loyalty?

Wherever you stand, be the Soul of that place.
—Rumi