"One of the best books I've read on the subject!" -Essex Magazine, UK. - - - In his Preface, the legendary Lateral Thinking guru Dr. Edward de Bono emphasizes: "This book opens a new conversation, and I am hopeful this book will help a discussion on the hidden facets of loyalty."- - - ...Global leader Mr. Ratan N Tata, Chairman Emeritus, Tata Sons, in his Foreword, points to inexorable digital progress that generates a necessary call to action and said: "These advances highlight the need to revisit old definitions of customer loyalty which can no longer be defined merely by repeat purchase. The book proposes a new definition of customer loyalty and provides all the numerous new-age factors that affect it."- - - ..."Raghu challenges readers to broaden their thinking regarding traditional notions about customer loyalty. His rich use of examples demonstrates that loyalty goes far beyond transactional (ways), to a willingness to sacrifice. It is both thought-provoking and relevant to executives in all disciplines." - Global Leader Stephen Sadove, former chairman and chief executive officer of Saks Inc of Saks Fifth Avenue luxury retail chain.- - - ..."Winning the war is winning the message! Working through a campaign with a Communications strategist like Raghu by your side is a treat. In his book, he shows the difference between a Pavlovian collector of points and a loyal advocate and follower of a brand. An important distinction when you are setting your compass and committing your budgets." David Gibbons Executive Director Massachusetts Convention Center Authority.- - - ..."I wish I had Raghu's book available to me during the formative stages of my career three or four decades ago!! It would have helped me to shape my professional journey more precisely during those early days. I am sure it will help the younger generations to think out of the box."- DR. J. J. Irani, former Tata Sons Director - and CEO of Tata.- - - ..."His new book, Loyalty & Sacrifice: Ushering New Horizons for Business Leaders in the Digital Age, is a must-read for businesses. Mr. Kale notes that businesses are at the cusp of a digital revolution. What strategies will your organization utilize to ride the wave?" - London Post.- - - ...Loyalty and Sacrifice are inseparable. In the case of war heroes and employees, sacrifice is well recognized and celebrated. In the case of customers, the question is: are customers capable of sacrifice? This book proposes a holistic and uniform definition of loyalty and embraces its hidden facets to re-define customer loyalty. It provides a new framework with four axioms of loyalty and four L&S Principles supported by over 30 true accounts. A new concept of Latency Factors, based on cognitive bias and mental patterns, that identifies the blind spots in our thinking, is also introduced in this book. The relevance of this book is timely as the world is witnessing rapid digital progress. Only if basic definitions are precise, can advanced algorithms be useful for worthwhile human progress.