Are You Sitting (Too) Comfortably? The Surprising Cost of Complacency

Why do clients switch? There is one word I’ve heard repeatedly over the decades: complacency.

Their agency has become too comfortable. They’ve stopped listening, delighting, surprising and challenging. Instead, they play it safe, doing what they’ve always done, resting on their laurels.

Complacency is defined as “a feeling of calm satisfaction with your own abilities or situation that prevents you from trying harder.” It’s a trap that can ensnare anyone: individuals, small businesses, even multinational corporations.

Ironically, success often sets the stage for complacency. After a long winning streak, we cling to what we know works. We stop taking risks, experiment less, and ask, “What if?” far less often.

Complacency has been dubbed ‘the silent killer'. It sneaks up on us just when we feel it’s safe to relax

No wonder complacency has been dubbed ‘the silent killer.’ It sneaks up on us just when we feel it’s safe to relax.

Having heard clients use the word ‘complacency’ so often to describe their previous agencies, at AB, we have an anti-complacency strategy powered by our core values: Stay Curious and Make an Impact. We’re on a relentless quest to learn, grow and develop. We aim to make a difference, push boundaries and remain ambitious for ourselves and our clients.

We hold ourselves accountable through regular client satisfaction surveys and a sharp focus on our Net Promoter Score. Submitting projects to industry award judges keeps us competitive. Most importantly, our close partnerships with clients are built on open, honest dialogue where even hard truths are welcomed and shared.

This commitment pays off. Many of our client relationships span more than a decade; our longest partnership is 20 years and counting. Clients who move to new organisations often take us with them. We strive to be that honest, supportive partner who prioritises long-term success over easy but dubious short-term wins.

Complacency is the last hurdle standing between any team and its potential greatness

As basketball coach and former player Pat Riley wisely observed, “Complacency is the last hurdle standing between any team and its potential greatness.” So how can we clear this hurdle?

Here are five ways to banish complacency in any relationship:

1. Challenge success. Just when things are going really well, ask how they could be even better. Don’t let success lull you into a false sense of security.
2. Do the unexpected. Experiment, take risks, try something new. At the very least, you’ll expand your guardrails and become more comfortable with a degree of discomfort.
3. Invite brutal honesty. Encourage people to give you candid, unvarnished feedback. Lead by example by pointing out areas where you could improve. Open the door to constructive criticism.
4. Celebrate curiosity. Foster an environment where questions like “What if?” and “Why not?” are routine.
5. Measure and reflect. Review your performance regularly against meaningful metrics. Start every project by asking, "If we wanted to win an award for this, what would we do?"

Complacency isn’t just a business risk; it’s a creative dead end. By staying vigilant, curious, and open to growth, we ensure ‘good enough’ never becomes our standard.

What have you done to prevent complacency? I’d love to hear from you!

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