…your only only goal in the world should be to develop loyalty and passion.

Passion comes first. It means energy, enthusiasm, endorsement and word-of-mouth.

Then comes loyalty: it brings commitment to your product, your company, and your message. It brings forgiveness for problems or mistakes (see Apple’s iPhone reception issues and Blackberry’s first touch-screen device: consumers stayed with the brands because they’re loyal, and therefore forgiving).

If you develop passionate and loyal consumers, you will develop evangelists.

And business — and life! — will become a whole lot easier if you have evangelists.