Instead of trying to increase loyalty, business leaders might want to consider avoiding disloyalty, according to Rick DeLisi, co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty. In this presentation, DeLisi talks about why a strategy of "delighting the customer" isn't the most effective approach and how distributors can combat disloyalty in their customers. Also in this presentation: Judy Wojanis, president of Wojanis Hydraulic Supply Company, shares her experiences as a woman in the industry and how the industry needs to change to continue to be relevant.