Business owners can take a page from today’s top sporting events in relation to customer engagement. Take March Madness, a sporting phenomenon that flies by over the course of a few exhilerating weeks. Many are celebrating this season's final four and anticipating the semifinal games on Saturday, April 5 and the championship game in less than one week. Business leaders, however, should be looking towards the lessons that can be learned from this short-lived—albeit thrilling—event, which determines the national champions of men’s and women’s college basketball.

March Madness is particularly interesting when you think about how it applies to business strategy. The event lasts only a few weeks, yet it accrues such interest and fervor. In fact, this American tradition was widely believed to be deemed “March Madness” due to the frenzy that it puts millions of people in every year while dozens of teams vie for the high honor.

Similarly, companies everywhere are competing 24x7x365 in the business landscape to hire top-performing employees, acquire long-term customers and, most importantly, achieve myriad objectives powered by the best technology on the market.

At the end of the day, your customers should be your company’s biggest fans. However, instead of painting their faces and visiting huge arenas to watch you compete, they support and show their confidence and trust in you by buying your products and recommending them to others. That trust locks in loyalty and makes customers want to see you succeed.