“Slow” isn’t a word that’s celebrated in today’s business lexicon. But for us, it’s part of our culture, a way of doing things, an ingredient in our secret sauce.

So many businesses want their success to come NOW. That’s understandable because we live in a world that promotes instant gratification. Want to look something up? Take out your phone. Want to play a song? Just ask Alexa. Need to order food/get a ride/hire a dog walker/find a significant other? Well, there’s an app for that. All of that.

No one seems to be in it for the long haul in today’s business culture. Even Steve Jobs noticed this when he wrote:

“I hate it when people call themselves ‘entrepreneurs’ when what they’re really trying to do is launch a startup and then sell or go public, so they can cash in and move on.  They’re unwilling to do the work it takes to build a real company, which is the hardest work in the business.”

What’s the benefit of slowing down, you may wonder? Why did we decide to engrain that in all that we do?

Well, because we don’t want to just be an overnight success. Measuring things in monthly or quarterly increments gives us the spins. So, we recalibrated our minds to measure things in five-year chunks.  Because that shows we are a business that sees itself lasting for decades.

When the timeline is stretched like that, you can calm down about not growing 4,000% year over year and focus on what really matters: delivering for your customers day-in, and day-out, and making them happy. The good stuff.

Remember, success isn’t something you can pull up on an app, it’s something that happens to you.

PS: even with our “slow” strategy, we made the Inc 5000 this year at #833