To understand loyalty, it's crucial to understand the psychology of human motivation. External motivation pulls you forward by some tangible reward you'll attain when you take action. Internal motivation means doing something because it inspires your own sense of inner self-worth and contribution to society. Both are important to achievement--but internal or intrinsic motivation creates more long-term commitment and loyalty.

Of course, many successful network marketers and entrepreneurs are motivated more by money than by the prospect of changing the world. Many are interested predominantly in improving the quality of life for others, and reap great financial rewards as a by-product of this vision of service.

However, money alone will not generally sustain loyalty. Once you reach a certain comfort level, there is a plateau: money no longer motivates. Loyalty requires an inner force that compels commitment long after one has met one's standard of living needs.

The primary step in promoting loyalty is to help others define and pursue their own "magnificent obsessions." A magnificent obsession is not simply the things you want to have--it is the way you want to live. It is the person you want to be, not just the title you want after your name on your business card. A magnificent obsession is the mindset you have, not the degrees you earn. It is the worldview that you claim as your own--not the collection of stamps in your passport or photos in an album.

Great leaders inspire loyalty by aligning their own visions for the future with the specific life goals of their followers. This doesn't mean convincing others to follow the leader's vision, it means helping others define and reach their own, individual magnificent obsessions via the same vehicle or business plan. Here are three keys to developing loyalty:

1. Do a "desire assessment" of your prospects and new associates. Identify their magnificent obsessions and help them develop a strategy for achievement.

2. Help them stay focused on the near-term, not just the long-term. Reinforcing daily and weekly progress is crucial. Most loyalty is lost within the first six to 12 weeks because of lack of concentration in taking the immediate next steps.

3. Keep your promises. All true loyalties and long-term relationships are based on mutual trust. Break the trust and you break the relationship. Integrity is the cement that solidifies loyalty, no matter what obstacles occur along the way.


Dr. DENIS WAITLEY has counseled leaders in every field, from Fortune 500 top executives to Apollo astronauts to Superbowl champions and Olympic gold medal winners. He is the author of The Psychology of Winning, the all-time, best-selling program on personal success.