Time. It’s the one thing we all wish we had more of, and the one thing we can’t get back once it’s gone. In today’s fast-paced world, time has emerged as perhaps the most valuable asset in American society. Whether it’s time spent working, maintaining a household, or fulfilling social obligations, little is left over for true relaxation or recreation. That’s why people are fiercely protective of their free time—and expect the businesses they interact with to be respectful of it.
A recent personal experience drove this point home for me. My wife and I had a doctor’s appointment and were told to arrive 15 minutes early, which we dutifully did. Yet, 30 minutes past our scheduled time, we were still sitting in the waiting room. Finally, we were taken back to an exam room—only to wait another 45 minutes before anyone even acknowledged us. By the time we were seen, we’d spent over 90 minutes just waiting. The experience left us frustrated and reminded me once again: the most precious asset anyone has isn’t money—it’s time.
You’ve likely heard the saying “time is money,” but in reality, time is far more valuable than money. Money lost can often be regained. Time? Once it’s gone, it’s gone forever. In business, this reality is even more pronounced. Customers today expect speed. They want fast answers to their questions, quick processing of their orders, and timely resolution of their complaints. They’re juggling a thousand things and simply don’t want to wait.
Some companies have made speed their brand identity. Take Jimmy John’s, for instance. Their motto, “Freaky Fast,” isn’t just marketing fluff—it’s a value promise. On days when I’m racing between consulting appointments and need to grab a bite quickly, Jimmy John’s often gets my business. It’s not that their sandwiches are gourmet—it’s that they’re consistent, convenient, and lightning quick.
The same applies to brands like Jiffy Lube or One Hour Heating & Air Conditioning. Their names alone suggest that speed is part of the deal. Customers know exactly what to expect before they walk in the door. That’s powerful. That’s strategic.
And let’s not forget Amazon. The entire appeal of Amazon Prime is built around speed—fast ordering, fast shipping, and fast returns. People pay a premium for it because they value their time.
So, how can you, as a business owner or service provider, harness the power of speed to better serve your customers and stand out from the crowd?
1. Audit Your Processes: Identify every friction point where a customer might be stuck waiting. Whether it’s your checkout line, response time to emails, or follow-up calls, every minute matters.
2. Train for Efficiency: Your staff should be empowered to solve problems quickly and make decisions that benefit the customer’s time.
3. Communicate Expectations: Use your website, signage, or marketing to clearly define how fast customers can expect service. If you promise quick results, deliver on it.
4. Use Technology Wisely: Automate scheduling, confirmations, and even basic customer service through apps or chatbots so customers get fast answers and actions.
5. Be Honest About Delays: If there’s a delay, say so—and explain why. Transparency builds trust and reduces frustration.
Your customers are not just buying a product or service—they’re buying back their time. Businesses that understand this and align their value proposition with speed will find themselves ahead of the competition.
After all, when we think about what makes an experience great versus dreadful, it often comes down to how much of our time was respected—or wasted.
How can you redesign your business to honor your customers’ most precious resource—their time?
