Beyond the queue: Why modern mavericks refuse to wait their turn

Patience may be a virtue, but waiting has become more than an inconvenience—it’s a liability. For a new breed of independent professionals—freelancers, solopreneurs, boutique business owners—they can’t wait. New business opportunities are around the corner, and in a competitive field, speed becomes essential. 

Enter the modern maverick: individuals who are no longer content to stand in line—literally or figuratively. They don’t ask for permission. They build workflows that work for them. And in doing so, they’re redefining how business gets done.

Basically, we’re talking about what customers expect from businesses, how you can take control of your time, and the steps to get there.

The death of the line

Once, the line was a social contract—an unspoken agreement to wait your turn. Now, waiting just leads to stressful environments, ineffective time management, and less time with customers. 

From healthcare systems with six-month waitlists to small businesses requiring back-and-forth scheduling over email, the line persists. And yet, is it still useful? 

Independent professionals are rejecting this model. Tools like Setmore and Stripe now empower them to act without intermediaries—no need for a back-and-forth, no gatekeeping middle managers, no drawn-out correspondence.

In the on-demand economy, speed isn’t just desirable; it’s expected. A report from McKinsey found that 71% of consumers expect businesses to tailor their experience. And that includes respecting their time—waiting strips away that sense of personal touch. You wouldn’t want a friend to keep you waiting, and neither should a business.

The emotional toll is real. 

Time spent waiting erodes confidence. It introduces friction. And more often than not, it ends in customers going else where. Mavericks aren’t simply choosing speed; they’re choosing building solid relationships.

Impatience as a competitive advantage

Impatience isn’t recklessness, but in the right hands, it becomes a powerful accelerant. A Harvard Business Review article points out that people with a bias toward action tend to iterate faster, learn more, and ultimately outperform their more cautious counterparts.

Consider the story of Square Foot Photography, a real estate photography business that understood early on that operational drag was a threat to growth. Before using Setmore, managing client bookings across multiple states was a logistical nightmare—filled with phone calls, text messages, and scattered emails.

By integrating Setmore into their workflow, they automated scheduling for property shoots, streamlined team coordination, and offered clients the convenience of booking online 24/7. The impact? Fewer missed appointments, faster turnaround times, and most importantly, happier clients.

“ We couldn’t be on-call 24/7 to answer booking requests,” the team shared. Setmore gave us a way to run a more professional, organized business while giving our clients full control over booking. ”

The story of Square Foot Photography shows that speed and autonomy aren’t just nice to have—they’re expected. When a business removes the waiting game, it eliminates friction. Booking becomes seamless. And that simplicity translates to more customers, more often. It’s not just about being fast—it’s about being in tune with how people choose, book, and stay with a brand.

Read the full story here: How Setmore Helps Real Estate Photographers Book Clients Online

Her story echoes across industries: dog groomers, fitness coaches, tattoo artists, and even UX consultants. They’re all part of a swelling movement of entrepreneurs treating immediacy not as a luxury, but as a business principle.

Bottlenecks happen. Here’s how to prevent them

It’s tempting to think bottlenecks are inevitable. But with modern tools, delays are more often a design flaw than a fate.

Self-service scheduling platforms have revolutionized how small service businesses operate. A study from Square found that 54% of solo service professionals saved up to five hours a week using automated booking tools.

And it’s not just about logistics. Removing operational friction gives your brand a lift — making every interaction feel smoother, more thoughtful, and worth returning to. Simplicity is the new sophistication. Customers no longer judge you solely on what you do—but on how easy it is to work with you.

Let’s address a few truths about bottlenecks.

• Bottlenecks are often the byproduct of delayed decisions: According to McKinsey, executives spend over 60% of their decision-making time inefficiently. When solo business owners hesitate to delegate or streamline, they inadvertently stall their own growth.
  
• Bottlenecks are design flaws, not features: Friction-filled experiences—whether for you or your customer—are often due to poorly designed workflows. When there’s no self-booking, no auto-reminders, and everything is manual, the system is working against you.
  
• Bottlenecks are choices made in silence:
  
    “I will do it later.
      I will respond manually.
      I don’t need automation.”
  
  These are conscious or unconscious choices to let a bottleneck persist. The cost is lost customers, delayed revenue, and decision fatigue.
  
• Eliminating bottlenecks compounds in value. Businesses that remove just one source of operational friction often experience exponential returns—not only in time saved, but in client satisfaction and retention. According to a survey by Accenture, 73% of customers say that valuing their time is the most important thing a company can do for them.

The bottom line: Streamlined systems are a game-changer.

Offering seamless online scheduling and communication is no longer a perk—it’s expected. Companies that fail to modernize risk appearing outdated or inaccessible.

Simple solutions through self-booking

Every business owner eventually learns this fact the hard way: 

Being in control of your time signals you’ve got this. It sets a tone—not just with customers, but within your team and yourself.

Booking systems aren’t just tools; they’re boundaries.

When customers can see your availability, book their own spots, and show up—it’s s super professional and organized setup. Setmore enables users to brand their Booking Page, automate SMS/email confirmations, and even integrate with video meeting platforms.

Dr. Lisa Banner, a wellness consultant and former emergency room physician, now runs a solo practice with a completely automated booking system.

“People used to think ‘booking automation’ meant you cared less,” she says. “But when they show up to a session that starts on time, with prep materials already sent—that feels like care.”

The results speak for themselves:

• Reduced no-shows: Automated reminders kept schedules on track.
• More time for care: Less admin, more focus on clients.
• Happier clients: Easy booking and prompt service boosted retention.

Self-booking also lifts emotional load. Fewer back-and-forths mean fewer decision points in your day. Where decision fatigue is rampant, that’s gold.

Redefining Success on Your Own Clock

The refusal to wait is not about being impatient. It’s a philosophy. A declaration.

 “I won’t wait to be picked. I’ll pick myself.”
“I won’t wait to be discovered. I’ll show up visible.”
“I won’t wait to be validated. I’ll act, learn, and validate myself.”

The tools are there. The templates have been shared. And more importantly, the tide is turning or better, it has already turned. With platforms like Setmore, modern mavericks are skipping the queue, seizing their autonomy, and moving at the speed of their own ambition.

And if you’re still waiting?

Maybe it’s time to stop. Take charge of your queue by getting started for Free today. 

by Lee

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