It was late in the day as I traveled home from my son’s fall JUCO baseball game. The hum of the tires on the highway matched the rhythm of my thoughts as I began listening to Dan Sullivan’s The Gap and the Gain. For many of the individuals I coach, the allure of quick fixes like “Let’s just 10X everything!” is irresistible—and who doesn’t love a shortcut to success? But as I’ve learned, 10X isn’t just a magic switch; it’s a framework that only works if you first master the foundational standards: The Gap and the Gain and Who, Not How. Without those, chasing 10X can create more problems than solutions. The concept of the “Gap” struck me hard, like giving up a walk-off home run in the ninth inning of a game where I was pitching a no-hitter.

“It felt like giving up a walk-off home run in the ninth inning of a game where I was pitching a no-hitter. As a Creative Pioneer (INTP), I’ve spent much of my life sprinting toward the horizon—always chasing, always striving—without pausing to acknowledge how far I’ve come. This relentless drive brought me to the dangerous edge of creative burnout in 2024, a challenge many mid-40-somethings face as they grapple with career-defining transitions or even career-ending burnout.

That’s when I began to recognize the power of creating alignment and clarity—a principle reinforced by GiANT Worldwide’s ‘Creating a Healthy Culture’ tool. This tool underscores that while creating a healthy culture is not easy, it is worth it. We can foster productive communication and engagement by aligning vocabulary, visual tools, and common language. It reminded me that culture outweighs strategy, especially under pressure. When we commit to these practices, we empower people and build strong, high-performing teams. This alignment, coupled with Sullivan’s philosophy, brought clarity to my understanding: the horizon is an illusion; it will always move farther away as you get closer. The true measure of progress isn’t how close you are to the horizon but the distance you’ve traveled from where you started and the joyous moments of the experiences and relationships developed along the way.”

In that moment, I knew I needed a new framework for 2025, one that grounded me in tangible, measurable truths rather than the undefined expanse of grey that had often consumed me.

That framework is my Word of the Year: Standard.

A Standard is more than a goal; it’s a benchmark, a guiding principle, a way of life. It defines what you will and won’t compromise on. It measures your integrity, your effort, and your relationships. It’s the North Star that keeps you aligned when life’s challenges threaten to knock you off course.

Those who know me remember a season of my life where my passion for creating art drove much of what I did. Grey, for me, wasn’t just a color; it was a state of being. It could represent a fleeting season, or for some, it becomes a lifetime—shifting hues and tones for the moment’s pleasure without anchoring to anything concrete. There was a time when the adrenaline-fueled fix or dopamine hit was enough to keep me from confronting the harder truths—even becoming the reason this prodigal son didn’t want to return home to seek forgiveness and realignment.

But let’s be clear: grey is not a Standard. Grey is subjective, inconsistent, and ambiguous. It’s a void I’ve walked through, leaving me disoriented and unfulfilled. Grey, for me, was self-preservation, doubt, and an inability to commit fully. Standards, on the other hand, are black and white. They don’t waver with emotion or circumstance. They bring clarity, confidence, and alignment.

As Dan Sullivan’s Gap and Gain taught me, living by a Standard means focusing on the measurable gains you’ve achieved rather than lamenting the distance to an ever-moving goal. It’s about setting clear benchmarks for what matters and celebrating your progress, not just the outcome you’re chasing.

In 2025, I’ll focus on Standards in three key areas:

Integrity isn’t just about telling the truth; it’s about living it. It’s about consistency between your actions and your values. As the Bible says in Proverbs 10:9, “Whoever walks in integrity walks securely, but he who makes his ways crooked will be found out.” For me, walking securely means holding myself to an uncompromising Standard of honesty, transparency, and faith-driven purpose. But living with integrity also demands humility over pride. For me, pride also means fighting for who is right and having positional power. Humility, on the other hand, is fighting for what’s right regardless of the transactional relationships that may need to be sacrificed for the greater good. Pride says, “I have nothing to learn; I am the standard.” Humility acknowledges that our Standards are not self-made but shaped by faith, accountability, and a willingness to grow. Humility fuels integrity by keeping us grounded in truth rather than caught up in appearances or ego. As I reflect on the leadership journey that brought me to this point, I’m reminded of the principles my GiANT Guide, Dan Frey, lives by. His Standard is a powerful reminder of what leadership truly looks like:

• Teaching, coaching, and empowering people to lead themselves.
• Serving as a resource, not the answer.
• Prioritizing client success above everything else.
• Choosing curiosity and connection over labels or assumptions.

These values challenge me to embrace humility over pride and prioritize relationships over quick fixes. By focusing on equipping others rather than seeking personal validation, I align with a Standard that emphasizes clarity, accountability, and long-term success. This year, I’ll carry forward his principle of no labels—choosing curiosity and connection over assumptions and judgments.

Iron sharpens iron, and one man sharpens another” (Proverbs 27:17). Standards aren’t formed in isolation; they’re forged through relationships. This year, I’ll surround myself with people who challenge and refine me, from my family and faith community to my professional peers. And I’ll strive to be that sharpening force for others, offering encouragement and accountability.

I also expect a higher “Standard” from those around me—family members, friends, players, community advocates, and business peers. It is not enough to simply show up halfway or offer transactional effort. There is a Standard that you show up fully for me, as I do for you. The days of giving or participating out of subjective feelings are in the rearview mirror. As Matthew 13:4-8 reminds us, seeds sown along the path, on rocky ground, or among thorns do not grow. Only the seeds planted in good soil produce a fruitful harvest. Relationships, like seeds, thrive only when planted in fertile soil—when there is intention, commitment, and mutual effort. This is the Standard I hold for myself and those around me.

A Standard isn’t static; it evolves as we grow. As Jim Harbaugh reminds us, “We’re going to work hard, we’re going to set a Standard, and we’re not going to lower it.” However, Harbaugh’s leadership philosophy goes even deeper. He also says, “We are going to attack each day with enthusiasm unknown to mankind,” and emphasizes living with an “attitude of gratitude” and his unapologetic “love of competition.”

I need those people in my life—those who continue to challenge me to be the best version of myself and who live with energy, gratitude, and a relentless drive to improve. They drive me to meet my Standard, embrace growth with an open heart and mind, and push through adversity. This year, I’ll measure progress not by perfection but by persistence, building upon the 2024 Plow mindset of relentless forward movement and determination. The Plow taught me that consistency and grit can break through even the toughest ground, and this year, the Standard ensures that those straight rows we began plowing now align with purpose and clarity, ensuring that my actions align with my purpose and values while adapting to the challenges that come my way.

Bringing a Standard into daily life requires more than words—it demands action. Reflecting on 2024’s Plow mindset lessons, I recognize that setting a Standard for 2025 is about refining those straight rows and ensuring every step aligns with purpose. Here are a few tangible ways I’ll implement the Standard:

I’ll invest deeply in the people who matter most, ensuring that my presence matches my productivity. Guided by Ted Lasso’s wisdom, “Taking on a challenge is a lot like riding a horse. If you’re comfortable while you’re doing it, you’re probably doing it wrong,” I’ll lean into the discomfort of growth to build authentic connections. This reminds me of the dart game scene where Ted reflects on being underestimated, highlighting the importance of curiosity over judgment. After a bet was made, Rupert pulled out professional darts and said, “Oh, I forgot I brought these.” Ted, who had been throwing with his right hand all along, picked up a standard house dart, switched it to his left hand, and said, “Oh, I forgot I’m left-handed,” before throwing a bullseye. Rupert had assumed Ted was right-handed and average in skill, failing to notice or ask key questions about his abilities. This oversight highlights the importance of intentional curiosity and understanding, which are critical to fostering meaningful connections and avoiding assumptions. His rival had assumed too much and failed to ask the critical question: “Have you played a lot of darts, Ted?” Ted’s eventual response—”Yes, every Sunday afternoon with my father from age 10 to 16″—shows how understanding others and their stories is key to building meaningful connections. Success isn’t just about preparation and confidence; it’s about curiosity, understanding dynamics, and fostering authentic relationships. This moment underscores a Standard I aim to uphold in my relationships: to lead with curiosity and intentionality rather than assumptions. This is not my natural tendency. I want to be the solution. I want to have an immediate answer. Through many life lessons, God has taught me to dig deeper now—to ask more questions, listen more intentionally, and trust the process He has set before me. This moment underscores a Standard I aim to uphold in my relationships: to lead with curiosity and intentionality rather than assumptions.

Daily personal reflection, prayer, and meditation are the foundation of upholding a Standard. These practices have been proven to enhance self-awareness, emotional resilience, and decision-making, all vital for meaningful reflection. My journey into coaching has taught me that self-awareness and intentional reflection are indispensable to upholding a Standard. As I chronicled in The Evolution of Shawn Collins, stepping into the role of a personal leadership coach wasn’t just a career change—it was a transformation. It demanded humility over pride, teaching me to listen more, understand better, and serve authentically. GiANT has equipped me with transformative tools that bridge the Gap and ensure I remain rooted in the personal growth Gain. These tools provide the clarity and structure needed to uphold a Standard in every area of life, helping me navigate challenges with intention and focus.

In 2025, I will begin by seeking the Lord’s intentions rather than rushing to declare futures that I cannot bring into existence. Like Saint Peter, at whose table I sat during my 2023 Cursillo, I will embrace trusting God’s plan, knowing that everything happens for a reason. Trusting in God’s timing means surrendering my plans and ambitions to His greater wisdom. As Ecclesiastes 3:1 reminds us, “To everything, there is a season and a time for every matter under heaven.” There have been moments in my life when I attempted to push forward, only to realize that God’s plan was far greater than my own. I will deepen my spiritual disciplines by using prayer, scripture, and worship to stay aligned with God’s standard for my life. I will remind myself daily of Micah 6:8: “What does the Lord require of you but to do justice, love kindness, and walk humbly with your God?”

I’ve learned that rushing ahead often leads to disappointment or missed opportunities. Trusting in God’s timing requires faith that He is working behind the scenes, even when we don’t see it. Isaiah 40:31 says, “But those who wait upon the Lord shall renew their strength; they shall mount up with wings like eagles; they shall run and not be weary; they shall walk and not faint.” In 2025, I will lean into this truth, embracing patience as a form of worship and trust.

To live by faith in 2025, I will start each day by asking, “Lord, what is Your will for me today?” I will use prayer and scripture to guide my decisions, ensuring they align with His plan. Journaling my prayers and reflections will help me remain rooted in gratitude for His timing and trust in His process.

As we embark on 2025, I invite you to join me in setting your own Standard. Reflect on where you began, where you are now, and where you are going. How will you measure your life this year? What principles will guide your decisions, your relationships, and your growth? By living intentionally and aligning with a clear Standard, we simplify our choices, eliminate the distractions of the Gap mindset, and step off the grey road of ambiguity.

The Standard will not complicate decisions; it will clarify them. It will keep us grounded, focused, and steadfast, reminding us that God always has a plan and that the joyous moments, struggles, and growth along the way are part of His design. Let’s make this a year of intentionality, integrity, and impact.

Thank you for walking this journey with me. Let’s set the Standard—and let’s live it.