When I’m working with an entrepreneurship mentee, I always like to ask her what she believes her business’ most precious asset will be. Sometimes, I’ll hear that a willingness to go the extra mile is her most precious asset. Other times, I’ll hear that her employees are her greatest asset. Once I point the truth out to these mentees, they can’t believe they overlooked it: A business’ most precious asset is its customers. Specifically, loyal customers.