The Secret Sauce of Business Success: A Lesson I Never Forgot

Years ago, back in my college days, I sat in a packed auditorium listening to a guest speaker from a family that had built a thriving business in the world of hockey equipment. Now, I don’t recall every detail of the talk, but one idea lodged itself in my mind and has stayed with me ever since.

He said:

“If you want to build and maintain a successful business, you need to focus on one or more of these things: Save people time. Save people money. Make people feel safe. Make people feel special.”

It was simple, clear, and powerful.

And you know what? That philosophy has held true in every professional space I’ve worked in—coaching, training, speaking, even real estate.

Save People Time

Time is the one thing we can’t get more of. When you respect someone’s time, they notice. In coaching, this means offering frameworks and tools that bring clarity faster, helping clients skip the guesswork and move forward with confidence. In business, it might mean a smoother process, fewer steps, or a better user experience. People appreciate anything that frees up mental bandwidth.

Save People Money

This doesn’t always mean being the cheapest. It means helping people avoid costly mistakes, improve their decision-making, or get better returns. Think of the value in a timely piece of advice, a shift in mindset, or a professional nudge that saves a client thousands down the road. That’s money in their pocket—and that builds loyalty.

Make People Feel Safe

Psychological safety matters. Whether you’re speaking on stage or working one-on-one, your clients, team members, and audience need to feel they’re in good hands. That sense of trust opens the door to learning, risk-taking, and real transformation. It’s about creating an environment where people can explore, grow, and even stumble—without fear.

Make People Feel Special

This one is my favorite. People don’t always remember what you said or did, but they always remember how you made them feel. A handwritten note, a warm welcome, calling someone by name, remembering something personal—they all communicate one thing: You matter. And in a world where so many feel invisible, that’s a gift.

Over the years, I’ve added credentials, experience, and a few grey hairs—but that simple four-part philosophy still rings true. In every workshop I lead, every coaching session I deliver, and every keynote I prepare, I ask myself:

Am I saving them time? Saving them money? Helping them feel safe? Helping them feel special?

When you build your business with that kind of intention, success is no longer a fluke—it becomes a natural outcome.

Points to Ponder:

• Which of the four areas do you naturally excel at?

• Where could you be more intentional in adding value?

• What’s one small thing you could do this week to make someone feel truly special?