Trust is built in potholes – loyalty is built on peaks

You can do one thousand things right …

Potholes and Peaks. It’s an idea that speaks to our lived experience as Village Professionals. It spoke to us as a fresh way to think about the demands of our role, and our customer – residents.

In this metaphor, the potholes represent the daily tasks we manage — the consistent, necessary, often invisible work that keeps a village running. Responding to maintenance requests. Navigating resident expectations. Following up on unresolved issues.

Not glamorous — but essential. They become the groundwork for building trust, which is one of the reasons why we can’t take our eyes off them.

The comment that Adriaan made at our event was that if all we do is focus on potholes, we miss the peaks – those moments that create impact, connection and meaning for our residents. Wise words.

Whereas potholes happen, peaks are created.

Chip and Dan Heath, in their book The Power of Moments, remind us that people don’t remember the average of an experience – they remember standout moments. Yet many organisations default to trying to create “safe” experiences, rather than remarkable ones.

They are the moments where someone feels seen, where we surprise and delight, where a small gesture becomes a lasting memory. It might be a thoughtful birthday celebration, a warm welcome for a new resident, or a heartfelt recognition of a staff member’s efforts.

This is where fixing potholes builds trust in our ability, and peaks develops loyalty to our brand and purpose.

So what should we focus on, potholes or peaks?

To put it simply, both.

• Manage the potholes with care and competence.
• Design the peaks with heart and intention.

This metaphor is more than a reflection. It’s an invitation. An invitation to ask yourself: What kind of peak moment can I create this week?

Fix the potholes. Design the peaks. Make living in your village remarkable.