Rob interviews Amanda Cromhout, who is a highly successful businesswoman and expert in the field of customer loyalty. Amanda shares her journey from working for British Airways to founding her own global loyalty consultancy, Truth. She discusses the importance of pushing outside of one's comfort zone and embracing challenges that scare you. Amanda also reflects on the lessons she learned from her childhood and the influence of her parents in shaping her determination and resilience. She shares stories of her adventurous expeditions, including climbing the Himalayas and sailing for three months, and how these experiences have shaped her approach to life.  KEY TAKEAWAYS Amanda's career in loyalty marketing was not a planned path, but rather an evolution based on her interests and experiences in the airline industry. Amanda faced challenges when starting her own business, including financial struggles and the need to learn how to value her services and set appropriate prices. The name "Truth" for her business was chosen during a vacation in Mexico and holds significance in the loyalty industry, as trust and honesty are essential for building customer loyalty. Amanda's experience in corporate life, including working for British Airways and Woolworths, provided her with valuable skills and knowledge in loyalty marketing. The future of Truth involves a focus on both consultancy services and training programs, with the goal of expanding their reach and impact in the loyalty industry. BEST MOMENTS "If it doesn't scare you, then maybe it's a little bit too easy and it's just too much in our comfort zones."  "No matter what it is, if it does come overnight with no work, then that's not sustainable."  "I remember just bursting into tears going, I can't do that... you'll find your worth when you've got the experience." "The future of Truth is very much in our training programs... we have three incredible training programs online."  VALUABLE RESOURCES https://itunes.apple.com/us/podcast/leader-manager-coach-podcast/id1370481271?mt=2 https://www.robryles.co.uk/ https://www.youtube.com/watch?v=MMPYDVzZVnA https://www.linkedin.com/in/robertryles/?originalSubdomain=uk GUEST BIO Amanda is an eminent and successful businesswoman and expert in the field of customer loyalty. In 2023 Amanda was awarded the prestigious International Loyalty Personality of the Year award for her work and services to the industry. She is also a Loyalty Awards Judge, experienced airline & retail executive and the founder & CEO of Truth, a leading global loyalty consultancy. She is also a media celebrity, a keynote speaker and author. Educated at Loughborough University Amanda was a highly competitive tennis and netball player who continues her sporting journey having been an established ironman triathlete and ultra marathon runner who has completed numerous 90k Comrades ultra marathon events in her beloved South Africa. She recently suffered the loss of sight in her right eye and subsequently set up her Blind Loyalty Trust to help others who suffer with similar conditions. Amanda’s other favourite contribution causes is the amazing Amy Foundation who offer programmes which develop and empower youngsters from challenged and vulnerable communities in South Africa. She also has a busy family life in Cape Town South Africa where she lives with her three children and husband Theo. Contact: Linkedin linkedin.com/in/amanda-cromhout-34167b2 Websites truth.co.za  amandacromhout.com  www.blindloyalty.co.za Twitter @tweetstruth HOST BIO Rob Ryles is a UEFA A licensed coach with a League Managers Association qualification and a science and medicine background. He has worked in the football industry in Europe, USA and Africa; at International, Premiership, League, Non-League and grassroots levels with both World Cup and European Championship experience Rob Ryles prides himself on having a forward thinking and progressive approach to th