The Pattern Behind the Outliers

Have you ever looked at a business that’s growing like crazy and thought:

“What are they seeing that everyone else is missing?”

That’s where my brain went recently.

Capital hasn’t exactly been cheap.

Growth hasn’t exactly been easy.

And yet, some companies have still been moving.

Different categories, customers and products.

But when I looked closer, I kept seeing the same three ideas show up.

1. Community

2. Consistency

3. Convenience

Very different businesses.

Same patterns underneath.

Today in 6 minutes or less:

✔️ Growth usually leaves clues

✔️ Community Creates Desire

✔️ Consistency creates confidence

✔️ The three questions

✔️ How small advantages start to compound

 🔎 Growth usually leaves clues

It’s easy to look at fast-growing companies and assume they’re exceptions.

They had better timing, a better market, a viral product, or a category tailwind.

And sometimes that’s true.

But even outliers leave clues.

The goal isn’t to copy the company.

It’s to study the pattern.

Because most businesses don’t need a brand-new strategy.

They need to get better at the simple things customers already respond to.

🫂 Community creates desire

Pop Mart is a great example.

They’re behind Labubu, those little collectible toys you’ve probably seen hanging off bags, backpacks, or rearview mirrors.

And the interesting thing about collectibles is that the value isn’t only in the object.

It’s in the shared obsession around it.

People want the rare one.

They want the drop.

They want to be around other people who understand why it matters.

That’s community.

The product becomes a signal.

A reason to belong, to come back.

That’s a question worth asking in our own businesses:

What do people get to be part of when they buy from us?

👊 Consistency creates confidence

Dutch Bros shows the third pattern.

Convenience keeps evolving.

Drive-through coffee already saves time.

No parking, no line inside, no extra stop.

Then they add protein coffee.

Now the customer can get caffeine and make progress toward a protein goal in the same visit.

That’s convenience layered on top of convenience.

Not a totally new category.

Just a smarter understanding of the customer’s day.

What else are they trying to get done?

What decision can you remove?

What extra stop can you save?

People pay for fewer hassles.

Over and over again.

 ❓ The three questions

That’s the reframe I’m taking back into my own business.

Not “how do we become Pop Mart?”

Not “how do we copy Dutch Bros?”

But:

1. Do people feel connected to something through us?

2. How consistently do we deliver what they came for?

3. Where can we make their life easier?

Those questions apply almost anywhere.

• A service business

• A software company

• A coaching offer

• A community

• A local shop

Because the category changes…

The human patterns don’t.

🌱 How Small Advantages Start to Compound 

Community makes people come back with friends.

Consistency makes people trust the promise faster.

Convenience makes people choose you again without overthinking it.

Each one reduces friction in a different way.

Emotional friction.

Outcome friction.

Time friction.

And when you reduce enough friction, growth starts feeling less forced.

You don’t have to convince as hard.

You don’t have to chase as much.

The business becomes easier to say yes to.

✅ What You Can Do Today

Pick one of the three patterns and audit your business honestly.

• If it’s community, ask what your customers get to belong to

• If it’s consistency, ask how reliably people get the promised result

• If it’s convenience, ask what hassle you can remove from their day

• Look for one small improvement, not a full reinvention

• Make the next version easier to want, trust, or use

You don’t need to learn from every fast-growing company.

Just learn to see the pattern underneath the growth.

That’s usually where the margin is.

To profiting more and working less. 💸 

-Matt

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