We are all drawn towards the familiar. We tend to be drawn towards others who share our values - who find meaning and purpose in the same things. These are the people with whom we most readily find empathy. These are the people we will trust most readily, with whom we seek to build relationships and over time build loyalty. We can use this virtuous circle of values, empathy, trust, relationship and loyalty to build our own following. This short episode explains how. Spoiler: you can't miss out a step, nor can you rush this - but the rewards will be significant and long lasting.