Reasonable Service: The Standard, Not the Stretch

Whenever I meet with clients, I always start our conversation by asking them what they're working on. Often, they jump right into their next big thing, their million-dollar idea, the shiny, sexy, sparkling new technology or process that is going to transform their business. And while I love to hear about people chasing their dreams and working toward a breakthrough, I also want to make sure that we are really focusing on what all of that greatness is really being built on.

Greatness is not built on hustle or hype or stretching yourself to the breaking point to make progress. Greatness is built on reasonable service. It's not the things that you do to impress others, but the things you do consistently when no one’s watching.

It’s not the stretch. It’s the standard.

What I’ve realized through countless coaching sessions is that inspiration most definitely has its place, but what business leaders truly need most isn’t just another quote or affirmation. They need clarity. They need to be reminded of what their business deserves from them: focused leadership, consistent action, and a commitment to the standards that drive real growth. Motivation lights the match, but it’s discipline and vision that keep the fire burning.

Recalibrate Your Standard

So that leads us to an important question: 

What does your business reasonably expect from you?

If your business could talk, what would it ask of you? I’m guessing it would ask you to show up consistently, honor your responsibilities, and do what needs to be done without needing a cheer squad or a crisis to get started. If you’re building something worth having, it deserves the same attention and energy you’d give to your most valuable client—because it is.

Your business reasonably expects you to set the tone. To lead by example. To protect the mission, the vision, and the people. It expects you to do the deep work, not just stay busy. To build systems, not just put out fires. To stay focused on what matters most, even when distractions come dressed as opportunities.

It doesn’t need perfection. It needs presence.

It doesn’t need you to do everything. It needs you to do the right things.

The Fundamentals Fuel the Future

Another popular conversation that always seems to pop up when I am helping business leaders reach their full potential is how they can scale their business. But here's the thing: before you scale, you need systems. Before there can be a breakthrough, you need the basics.

For your business to grow, you need to be rooted in the fundamentals. This means showing up and doing the small things with integrity and on purpose. Some examples of this include: 

• Answering emails with intention
• Returning calls on time
• Knowing your numbers
• Setting and respecting boundaries
• Documenting what you do

These aren't things that you “get around to,” they're the essentials you build from. The time, care, and energy you put into the small things directly affects the time, care, and energy you put into the big things. 

If you’re skipping the foundation, you’re setting yourself up for instability. Reasonable service is the day-to-day, seemingly unglamorous stuff that holds your business together. Without it, growth is short-lived.

Respect the Routine

Part of being intentional about providing reasonable service is creating and sticking to routines because routines are the rails your business runs on. Whether it’s starting your day with clarity, prioritizing what matters most, or closing the day with intention, your structure matters.

Reasonable service respects the rhythm. Even when it’s boring. Even when no one’s watching. That’s what sets peak performers apart from the pack.

Beyond Reasonable

A final thought: greatness begins with mastering what’s reasonable. I meet so many eager and motivated business leaders who spend so much time and money trying to master the most complicated aspects of their business, and leaving the fundamentals as an afterthought.  And here’s what I tell them:

🎯Instead of relying on constant hustle, focus on consistency.

🤝Instead of trying to do everything yourself, focus on delegating effectively.

💬Instead of reacting to every email and message, focus on structured communication.

🏆Instead of focusing solely on big wins, focus on small, consistent actions.

🌱Instead of only focusing on external growth, focus on internal systems that support scalability.

📈Instead of seeking instant results, focus on long-term strategies.

Once you can operate at a high standard without stress or resistance, then you’re ready to stretch.

So before you obsess over what’s next, double down on what’s now.

• Show up
• Keep your word.
• Protect your time
• Build momentum.

This is how you create a business that thrives, not just survives.

Let this be your reminder: excellence isn’t about doing the most. It’s about doing what matters, consistently.

Want to go deeper? Your first step is to step into The Locker Room for your daily dose of motivation to help shift your mindset. Check it out here.