Company Blog

Is it what it is?

by Adam Zack — October 9, 2024

Consistent mediocrity is like handing your competitors a VIP pass to steal your customers.

Several years back, I worked with a guy who had a favorite saying: “It is what it is.” He’d drop that phrase with the same nonchalance as someone ordering a plain salad, no dressing. Every time he said it, I quietly winced. I mean, it’s basically code for: “Yeah, this company’s a mess, the people in charge are idiots, and I’m too checked out to care anymore, so I’ll just lob this lazy mantra out there.”

Which was extra awkward because, surprise! I was one of those “idiots” running the company. Ouch.

But honestly, “It is what it is” is such a dumb saying when you think about it. Of course it is what it is. That’s why it is called it! It’s like saying “water is wet” or “Taco Tuesday involves tacos.” No shit, Sherlock.

It got me thinking, though, about a saying that actually holds some weight: “If we keep on doing what we’re doing, we’re going to keep on getting what we’re getting.” Now we’re talking! It’s actionable, it’s motivating, and it doesn’t make you want to roll your eyes into another dimension.

Sure, consistency is important. It’s the backbone of good business—consistency in quality, service, and those little touches that set you apart from the competition. But you know what else consistency can be? A slow death if you’re consistently mediocre. Let me tell you, no one’s out there doing victory laps for “eh, it’s fine” quality.

Picture this:

“How’s their deli?”
“It’s alright, I guess. Sometimes the sandwiches are kind of soggy.”
“Well, DW’s Market just dropped a Philly Cheesesteak so good it’ll have you texting your ex just to tell them they need to try it.”
“Yeah, I’m bored with my store’s sandwiches anyway. Let’s hit DW’s!”

And just like that—poof!—you’ve lost a customer. Not because your sandwiches were terrible, but because they were just… meh. Consistent mediocrity is like handing your competitors a VIP pass to steal your customers.

Change is tough, no doubt. Consistently great is tough. But if you keep innovating, pushing for excellence, and striving for “OMG” reactions instead of “meh” shrugs, you’ll keep winning. If not, well, I guess… it is what it is. But don’t say you weren’t warned.