The Power of Recognition

Sarah Yandell

Published on: 19/06/2026

Do loyalty programmes really create loyalty? Drawing on my experience consulting for British Airways and building a business where 46% of revenue came from repeat customers, I explore why recognition matters more than rewards.

Scale Up

Customer Loyalty

Sarah Yandell

Published on: 08/06/2026

Many founders focus on winning new customers while overlooking existing ones. Sustainable growth comes from knowing your best customers, building loyalty, increasing repeat business, and creating more predictable revenue.

Balance