I talk to a lot of business owners and ask them how their business is going, and whether they’d like any help with their business.

And a lot of the time they answer my question with this statement:

“We’re going OK.”

What the heck does that mean?

If you were selling a car that you’ve owned for some time, and the prospective buyer asked you how the car performed, and you replied:

“It goes OK.”

How do you think that prospective buyer is going to respond?

Do you think the prospective buyer is going to think that this is a dearly loved, fine performance vehicle that would never let you down when you needed that necessary acceleration in overtaking, and will easily handle corners in the wet?

I’d think that the prospective buyer would simply say:

“Thank you for your time. I’ll be in touch if I’m interested.”

What if you asked your friend about his marriage?

Imagine if you phoned your friend up and asked him how things were at home, and he said:

“We’re going OK.”

Would you ask for a little bit more information?

Would you be thinking that because your friend didn’t offer the comment that things were “fantastic” at home, or that things were “never better”, then maybe your friend might be wanting someone to lend him an ear for a while?

Maybe your friend might need a friend to have a “deep and meaningful” with?

“Doing OK” is not in anybody’s best interests.

If your favourite sporting team announced that they were doing OK you’d know they were struggling, and they had room for improvement.

Both immediate improvement and long-term improvement.

Because it’s only with improvement that things can really get better than OK.

“OK” is not a position to be proud of.

“OK” is a place you should only pass through, either as your business is failing, or as your business is recovering.

Because while your business is stationary in “OK”, your competitors on the whole are moving in a whole different stratosphere.

“Doing OK” is the old black.

It’s a place you don’t want to be.

And it’s a place you need not be.

“Doing OK” is the new F minus.

“Doing OK” is not a badge of honour.

It’s nothing to be proud of.


I help businesses grow from being OK to being sensational.

Ask me how. Email me david@theUPE.com



  • David Moffet

    Dr. David Moffet is the creator of The Ultimate Patient Experience™ – a simple, effective way to increase your practice production and profitability, without working longer hours and without increasing stress levels.

    David was a very successful dental practice owner for 28 years, and has been coaching dentists all over the world on how to run successful practices for the past twelve years.

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