Do the Boring Work. Every. Damn. Day.

Repetition isn’t exciting. It isn't shiny or aspirational or sexy. No one’s sharing viral TED Talks about “doing the same thing over and over again until people can’t ignore you.” because they don't exist. But you know who loves repetition? Winners.

10 time NBA All Star Steph Curry still drills free throws. Beyoncé has won 35 Grammys, more than any other artist, ever, and she still does vocal warm-ups. And the businesses that succeed long term? They focus on the fundamentals, on repeat, long after their competitors have started chasing shortcuts and shiny objects.

Take Costco, for example. They didn’t build a fanatical customer base by gouging people on prices or rolling out the latest corporate buzzwords. They did it by sticking to their principles: fair pricing, high-quality products, and treating their employees like actual humans instead of disposable line items on a balance sheet. While other retailers panic and scramble every time the economy sneezes, Costco stays the course. And their $1.50 hot dog combo? Still the same price since 1985. They know that consistency earns loyalty.

Meanwhile, Netflix apparently missed that memo. It spent years dominating streaming, then got greedy—slashing content, jacking up prices, and playing password police. The result? They’ve bled nearly half their market share, dropping from 50% in 2019 to just over 25% by mid-2023. And it turns out people don’t like getting nickel-and-dimed, 35% of Netflix users say they’d cancel if prices go up again. When you trade value for short-term profit, don’t be surprised when your customers start looking for the exit.

Now, let’s talk about a brand that actually gets* it—Patagonia. They didn’t just slap some greenwashing on their website and call it a day. They built a movement around sustainability, using recycled materials in 98% of their product lines. And the payoff? A 10% market share in outdoor apparel and annual sales topping $1 billion. Oh, and their founder gave the entire company away to fight climate change instead of cashing out like a private jet enthusiast.

So, here’s the question: How consistent are you in leading with value? Do your customers expect you to show up for them—every time, no strings attached? Or do they only hear from you when you’ve got something to sell?

Businesses that become legends like Costco or Patagonia aren’t built on gimmicks or half-hearted attempts at generosity. They’re built on showing up, with real value, over and over again, until people can’t imagine doing business with anyone else.

Because when you lead with value—and do it consistently, the rest takes care of itself. Every. Damn. Time.

How do you legendeer?

Tom