Why Preeti Kennedy believes loyalty is a business strategy

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Journal contributors are their own. At a time when modern business conversations are dominated by automation, layoffs, rapid scaling, and growth-at-all-costs, Indian-born Australian entrepreneur Preeti Kennedy has built her philosophy around something far less fashionable: loyalty. For Kennedy, loyalty is a long-term business strategy, not just a personal value. Over the past two decades, Kennedy has built businesses across marketing, operations, and offshore infrastructure, working closely with SMEs throughout Australia and New Zealand and increasingly the United States. But unlike many founders who position themselves around disruption or aggressive growth metrics, Kennedy speaks more about retention, systems, responsibility, and sustainable scaling than valuations or exits. That mindset was shaped early. Growing up in a lower-middle-class family, Kennedy says she always knew she...