When you're building a business, it's easy to get lost in the complex web of options and strategies. This can quickly lead to confusion and a lack of focus, which can prevent an entrepreneur from achieving their goals. When you keep things simple and straightforward, you'll likely find it improves clarity among your team and customers.

When my father and his brother started our family home services business in 1983, it was with this simple idea: do the right thing and do a good job. This sentence laid the foundation for the company and soon became one of its main principles. When my brother and I took over the business, we realized how powerful this idea really was.

When you do things the right way and do a good job in the process, it becomes sustainable, repeatable business model. Conversely, the more advanced you become with things like complex marketing strategies and lead generation tools, the easier it becomes to lose focus on what really matters. In our case, that means honesty, quality, providing an exceptional customer experience and practicing kindness – lots of kindness.

If you're scratching your head to find the best ways to do the right thing while growing your business, here are some practical tips.

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Start with authenticity

I learned early on that the best way to show who we were as a company was by using one authentic voice. For example, when we were developing a new ad campaign for Marshall, I wanted to tell a simple and honest story. I told my dad to talk about our approach to home remodeling the way he would talk to one of our clients about their homes. My father was exceptional at attracting people because he knew how to stay true to himself and make things easy for people to understand. As my father shared his view, he said, “Many contractors say they are honest, but we really are.” Not only did my father truly believe in this, but it became the foundation of our advertising campaign and what we became known for by our customers.

If you're struggling to find your authentic voice, remember that it starts with clear and honest communication, not convoluted statements or explanations. In today's landscape, authenticity is no longer optional; customers will settle for nothing less. In fact, 88% of consumers say authenticity is important when deciding which brands to support. As customers become smarter, they are becoming better able to understand the difference between an authentic value proposition and an insincere one.

The same can be said for your team. Building a supportive workplace culture starts with practicing open and transparent communication and prioritizing kindness and empathy. Your employees need to trust that you have their best interests at heart and that, fundamentally, you're looking to do the right thing. When they understand that their needs are a priority, they are much more likely to focus their efforts and attention on helping your business achieve its goals and priorities.

Related: 10 ways to be an authentic entrepreneur and sell your best self

Set realistic expectations

Another integral part of doing the right thing and doing a good job has to do with the expectations you set for others, especially your customers. The adage “underpromise and underperform” rings especially true. In other words, realistic expectations should be set and exceeded wherever possible to build a relationship based on trust and loyalty. Again, embrace simple, easy-to-understand language that explains exactly what your clients can expect from working with you. Be straightforward about potential challenges, be transparent about pricing and communicate proactively any deviation from the norm.

As with many businesses, we want the high quality of our work to speak for itself. When you set expectations up front, your customers can spend more time admiring the finished product and less time wondering what's next.

Wow your customers

Doing a good job also means surprising and delighting your customers – again, authentically and meaningfully. When you can show your customers that you're keeping their needs and satisfaction at the center of everything you do, you can help turn them into brand advocates, which can be a powerful referral engine for new customers. There's a good reason Warren Buffet said, “I've never seen a customer-satisfying business that didn't succeed.”

A “wow” customer usually feels more emotionally attached for your brand, serving as a key contributor to continued business growth. A Gallup STUDY showed that customers who are emotionally attached to a brand have a 23% higher share of portfolio, profitability, revenue and relationship growth compared to those who are not. Keep in mind that delighting a customer doesn't have to be a grand gesture. My company sends every new customer a box of chocolates with a “what to expect” letter to let them know how much their business means to us. This is just one example of authentic simplicity in action.

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It's incredible to think how effectively “doing the right thing and doing a good job” can take your business to the next level. Understanding that simplicity, authenticity and excellence are the foundation of lasting successtoday's entrepreneurs can build resilient businesses that resonate strongly with both customers and employees. Remember, success is not just about what you achieve, but how you achieve it – with honesty, realism and a relentless pursuit of excellence. In the simplest way possible.