Money loves speed.
It’s one of the most powerful lessons I’ve learned in my life, especially after growing up with so little of it.
People are willing to pay for not just any results, but faster results.
The faster you can help your clients achieve their goals, the more value you bring to the table.
This concept was reinforced recently in a conversation with Jay Baer.
His new book The Time to Win (phenomenal, by the way) talks about speed as a competitive advantage, and it’s such an important concept that I want to break it down for you so you can apply it to your life, relationships, and business.
The Business Case for Speed
When Jay shared the stat that two-thirds of people say speed is as important as price, it stopped me in my tracks.
We live in a world where responsiveness is interpreted as respect.
Speed shows your customers you care.
Take a moment and ask yourself: How can I help my customers succeed faster?
This is a question that has reshaped the way we operate at Brand Builders Group.
In our early years, we were focused on survival, then scaling, then streamlining our operations and building out curriculum.
But now, everything we do revolves around this one mission: helping our clients succeed faster.
Whether it’s creating tools, building templates, or delivering strategies, it’s all about reducing the time it takes to see results.
Even if you’re not actively competing in the marketplace, speed itself becomes a differentiator.
People will choose you not just because of what you offer, but because you offer it faster than anyone else.
The “Fast Pass” Concept: Creating Opportunities for Acceleration
If there’s one tactical takeaway you can implement immediately, it’s the idea of a fast pass.
Think about Disney’s FastPass system: people are willing to pay extra to skip the line.
The same principle applies in business.
For example, at Brand Builders Group, we’ve introduced premium services like Brand Mastery, where clients can work with me directly in a small group setting.
It’s a higher investment, but it’s designed to deliver faster, more transformational results.
Another example, we’ve developed the Instant Automation Toolkit, which allows our members to deploy high-converting campaigns in record time.
By templatizing everything—from funnels to webinars to websites—we’ve drastically reduced the time it takes for our clients to execute.
And yes, people are willing to pay for that speed.
The lesson?
Think about how you can create “fast pass” opportunities in your business.
What services, products, or upgrades can you offer that help your customers get to their desired outcome faster?
Setting Expectations: Why Communication About Time Matters
One of the most profound insights from Jay’s book is this: absent any guidance, customers will expect results instantly.
What he means is that if you don’t clearly communicate how long something will take, your customers will assume it should happen immediately.
And when their expectations aren’t met, frustration sets in.
The solution?
Make a time promise and overdeliver.
For example, if you tell a client their project will take three months but you deliver in two, you’ve just created an ecstatic customer.
On the flip side, if you say it’ll take a month and it ends up taking two, you’ve created disappointment—even though the timeline isn’t drastically different.
This principle applies not just to time but also to money.
As Jay pointed out, price is never really “expensive” or “cheap,” it’s always relative.
Similarly, time isn’t inherently “long” or “short,” it’s always relative to the expectations you’ve set.
The Power of Speed in Personal and Business Finances
Speed is a financial advantage as much as it’s a competitive advantage.
Think about this: time multiplies money.
The earlier you can access cash flow, the longer you can benefit from things like compounding interest.
That’s why we’ve introduced features like pay-in-full discounts at Brand Builders Group.
Sure, we lose money on the last two months of service, but having access to all the cash upfront allows us to reinvest in the business, scale faster, and serve our clients better.
Whether you’re running a business or managing personal finances, the principle is the same: the sooner you have access to resources, the greater the opportunity to create exponential growth.
The Speed-Respect Connection
One of my favorite takeaways from Jay is this: people interpret speed as caring and responsiveness as respect.
My wife, AJ, exemplifies this mindset to a T.
Her professional “love language” is responsiveness.
If she sends a message, she expects a quick reply.
To her, fast responses signify respect and reliability.
And she’s not alone in this.
I’ve realized that I’m the same way as a consumer.
I’ll happily pay more for faster results.
If someone can deliver what I need 30% faster, even at a premium, I’m all in.
How can you incorporate responsiveness into your customer experience?
How can you show your clients that you care, not just through your services but through the speed at which you deliver them?
Money Really Does Love Speed
If you’re looking for your next book to read, pick up Jay Baer’s The Time to Win.
It’s a short, impactful read, and it reinforces a principle that’s been a driving force in my career: speed creates value.
And if you want a way to build a purposeful and profitable personal brand quickly, then schedule a free brand strategy call with my team at Brand Builders Group.
We move fast so you can reach your dreams sooner.
