Dan Waldschmidt

by Dan Waldschmidt

August 13, 2018


Nobody wants boring service. Nobody listens to the boring ideas. No one wants to be around boring people.

Boring isn’t safe. It’s boring. Unimaginative. Lacking charm, wit, creativity, or hope.

It’s no longer good enough to deliver customers what they ask for. You need to be thinking about what they are surprised and delighted to want.

It’s about doing more. It’s not necessarily more effort at a cheaper price.

It’s about an ethos of listening to what people are telling you.

Listening to what they’re afraid to tell you. Listening to what your gut instinct tells you.

And then over-delivering. Delivering so much value it no longer makes sense. We call that surprise and delight — delivering surprise and delight.

It’s not a business concept that you learn much about when you are getting an advanced degree in economics or a subject matter you’ll hear in business school. Most discussions about getting rich or making money are all about the least you can do to make the greatest return on investment.


And most often self-serving. But not truly self-serving — because it doesn’t serve you in the long run.

So it’s boring. And bad business.

  • You don’t need to be in sales to deliver surprise and delight.
  • You don’t have to be in marketing or be the leader of your division to deliver surprise and delight.
  • You don’t have to be an entrepreneur, a freelancer, or someone who “calls the shots” to deliver surprise and delight.

To deliver surprise and delight you just have to deliver surprise and delight.

And that’s a choice. That’s an intention. That doesn’t mean you’re perfect or that you get it right all the time.

It just means you try. You aim for that mark. That’s your goal. You’re not boring.

In everything you do, you ask yourself:  “Is this likely to be surprisingly delightful to the person on the other end of the transaction?”

And then you do things, and only those things, that meet that standard.

Success is guaranteed to follow.

No matter what that means for you — making more money, getting a raise, meeting a deadline, losing weight, falling in love, or just making it through another day.

It has to be more than just about you.

So stop being boring. Dare to deliver surprise and delight.

How could you start today?

About the author

Dan Waldschmidt

Dan Waldschmidt doesn’t just talk about leveling up. He’s obsessed with it. He's set records as an ultra-runner and been the personal strategist for the leading business leaders of our time. He wrote a book, called EDGY Conversations that accidentally became a worldwide bestseller and continues to share his insights from the stage as a keynote speaker and on the blogs and podcasts you will find here. Most days, you'll find Dan heads-down, working on breakthrough strategies for his clients at EDGY Inc, a highly-focused, invite-only, business strategy execution company based out of Silicon Valley.