When excellence becomes invisible: The thin line between ‘Business As Usual’ and outstanding performance

In the corporate world, we often hear the phrase, "That's just BAU". BAU, short for "Business As Usual", is a term used to describe routine and expected tasks. 

However, it is now increasingly being used to blur the line between ordinary performance and extraordinary effort. Somewhere along the way, we started dismissing excellence simply because it came from someone whose job was to make things work.

I saw this play out with an event manager at work who orchestrated an extensive corporate programme — one where anything could have gone wrong due to budget constraints. He not only planned the agenda and managed logistics, but also ensured that every detail was perfect, from seating comfort to sound quality and the timing of speeches. When an unforeseen issue arose, he fixed it quietly before anyone noticed.

When the event concluded flawlessly, we considered recognising his exceptional work. However, his line manager responded, "This is his job, isn't it? He's supposed to ensure events run smoothly. That's BAU." 

That response broke my heart.

Yes, it was his job, but the way he executed it — with ownership, attention to detail, and relentless dedication — went far beyond the job description. He did not just perform; he elevated the experience. He did not just tick boxes; he built trust. Yet because the event appeared seamless, his contribution became invisible. 

Recognising such excellence is not just a formality; it is a critical part of our culture and success.

The cost of confusing effort with routine

Normalising these efforts is more damaging than we realise. When those who pour their hearts into their work are told it is "just BAU," we send a subtle but powerful message: excellence does not matter unless it looks dramatic. This is how motivation dies — not in silence, but in dismissal.

Outstanding performance does not always wear a cape. It often wears exhaustion, commitment, and the calm of someone who refuses to let things fail. The danger of corporate cultures obsessed with "innovation" and "impact" is that they often overlook the unsung heroes who make everything else possible.

What makes work outstanding

Outstanding performance is not defined by the nature of the job; it is determined by how the work is done. 

It is about anticipating problems before they arise and investing emotional and mental energy to ensure excellence — even when no one is watching. It is when a person sacrifices comfort for the sake of quality, not out of obligation, but because they genuinely care.

That care is what separates BAU from brilliance.

Recognition is not a favour — it is fuel

Appreciation is not merely about giving out trophies or certificates. It involves acknowledging ownership. When we recognise someone for elevating their routine work, we are not being generous; we are being fair.

A good workplace rewards not only "new ideas" but also those who make existing ideas work consistently, gracefully, and with integrity. Recognition fuels loyalty, motivation, and pride. 

It is not just a pat on the back; it is a commitment to nurturing the best in our people. Neglect results in fatigue and disengagement, while recognition can inspire and invigorate.

When people come to believe that no matter how much effort they invest, it will always be dismissed as "part of the job," their performance becomes purely transactional. This shift leads organisations to lose something far more valuable than productivity; they lose passion.

The way forward

Leaders must take charge and redefine what 'Business As Usual' means. If someone makes a routine task look effortless, it is because they have mastered it — not because it is easy. Managers should focus on the intention and impact behind work, rather than just the task itself. It's a call to action for all leaders to step up and make a difference.

The simplest way to build a culture of excellence is to genuinely notice it, without reservation. A few words of appreciation can have a more significant impact than any bonus or award. It is not just about acknowledging good work, but showing people that they are seen, valued, and integral to the organisation's success.

Not every outstanding work may look extraordinary. Some may resemble a meeting that starts on time, a report that is flawlessly executed, or an event that ends without a hitch. But behind every "flawless" delivery is someone who worked through challenges, stress, and sleepless nights to achieve it.

So, next time something seems smooth, seamless, or "just as expected," pause and look closer. Perfection does not happen by accident; it is the result of someone who made it happen — quietly, passionately, and with pride.

Shafiq R Bhuiyan is a storyteller who examines the intersection of social progress, effective communication, cultural development, and corporate social responsibility while sharing insights to inspire change.  

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.