Don’t Try to Be Amazon. Try to Be Waffle House.
Why Consistency Beats Complexity in Business
There’s this obsession in business with scale. Everyone wants to build the next Amazon. Automate everything. Offer everything. Be everywhere.
But here’s the problem: unless you’re backed by billions and willing to burn money for a decade straight, you’re not Amazon.
You’re Waffle House.
And that’s a good thing.
Let me explain.
Waffle House Doesn’t Try to Be Everything
Waffle House doesn’t pivot to pizza every time Dave Portnoy posts a new review. They don’t launch an app to gamify breakfast. They don’t even have avocado toast on the menu. (sorry, hipsters).
They serve greasy, simple, satisfying food — 24/7 — at a price point that never shocks the regulars.
And they dominate a very specific niche: late night, blue-collar, no-fluff dining. (Essentially, drunk idiots.)
That’s their lane. And they own it.
The Hidden Power of Boring
Reliability is underrated.
Again - Reliability is underrated.
You don’t go to Waffle House expecting a culinary life changing experience. You go because you know exactly what you’re getting. (and because nothing else is open at 3AM)
That kind of consistency builds trust. And trust builds repeat customers.
How to Be Waffle House in Your Industry
Ask yourself:
What are you really great at that your competitors overlook because it’s “too simple”?
Where can you show up reliably, even if it’s not flashy?
Are you trying to be everything to everyone — or everything to someone?
The path to domination isn’t always scale. Sometimes it’s just showing up every damn day, with exactly what people want.
So yeah — shoot for greatness.
Build systems. Be ambitious.
But don’t forget:
You don’t have to be Amazon to win.
Sometimes, being the Waffle House of your niche is the most powerful move you can make.