Starbucks doesn’t make the world’s best latte. 

Jack Daniel’s isn’t the world’s finest whiskey.

And McDonald’s? Let’s not even pretend about those burgers.

Yet these brands absolutely DOMINATE their categories.

Because perfect isn’t the point. Never was.

Consistent is.

Every Starbucks latte tastes the same, whether you’re in Seattle or Singapore.

Every bottle of Jack carries that familiar bite.

And a Big Mac is a Big Mac, is a Big Mac. Equally “okay” around the world.

This is something even really good artisanal brands often miss.

While they’re chasing perfection, the growth champions are chasing reliability.

Accessibility.

Familiarity.

As a buyer, your tank brain craves consistency more than excellence. It wants to know EXACTLY what it’s getting, every single time. The proof is in the success stories.

Think about this: When you’re in an unfamiliar city at 6 AM, are you looking for the world’s finest coffee experience? Or do you just want the comfort of having your usual grande vanilla latte, made exactly how you expect it?

This isn’t settling. It’s hard to achieve, and it’s smart business.

In-N-Out Burger built a cult following not by making the ultimate burger, but by serving up the same good burger, millions of times. Their menu hasn’t changed significantly since 1948.

Action for today: Look at your product experience from this perspective. Where are you chasing perfection (or superiority) at the expense of consistency? What could you standardize to make your customers feel more confident in what they’re getting, time after time?

Laurier

Product Payoff: Domino’s decided to focus on consistent delivery times instead of making “better” pizza, and its stock rose 2,000%. The brand discovered that customers valued knowing exactly WHEN their pizza would arrive more than having the perfect crust.