Americans spend 37 billion hours a year waiting—about 118 hours per person—but smart brands are turning that dead time into delight. In this episode of Marginally Better, Joe Taylor, Jr. breaks down the psychology of waiting (why underpromising and overdelivering works, why occupied time feels shorter, and why fairness matters), and shows how Disney, Trader Joe’s, Apple launch lines, and a Melbourne bakery with a 45-minute croissant queue convert waits into community, anticipation, and loyalty. If you can’t always shorten the line, you can always make it worth it—here’s how.
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