A recent article in The Wall Street Journal, titled “Meet the Man Behind the Viral 4 a.m. Morning Routine—Including a Banana Facial”, caught my attention. It profiled Ashton Hall and his now-viral daily ritual featuring mouth taping, ice baths, etc. While the practices are a bit unconventional, the bigger message I took away was this: how we live our daily lives matters more than we often realize.

I’ve been an early riser for most of my adult life. Even after stepping away from my role as a public company CEO, my alarm still goes off at 4:30 a.m. It’s a habit I’ve kept not out of obligation but because of the structure and clarity it brings to my day. Those early, quiet hours are when I’m most focused, whether I’m reading, reflecting, working out, or mapping out the day ahead. It’s also when I feel strongest, both mentally and physically.

And by the end of the day, it’s not the length of my to-do list that matters, it’s the sense that I used my time well and stayed aligned with what I care about most. That’s what the WSJ article reminded me of. We all have different routines, both at home and at work, but the real impact comes from how we spend our time … and whether we’re spending it with purpose. Big moments may get the headlines, but it’s the small, consistent choices that shape our character, our relationships, and the outcomes of our lives.

Looking back, I didn’t reach any meaningful milestone in my life or career through a single big move. It was the result of small and simple decisions made day after day, like waking up early, following through, staying curious, asking questions, making time for people, and learning to adjust when things weren’t working. Progress was slow, but steady. Much of it came from sticking with habits I committed to and learning from the inevitable challenges that happened along the way.

Early in my career, I had a lot to learn. At the time, my focus was almost entirely on outcomes, chasing performance and progress often at the expense of my health and relationships. It took a few hard personal experiences to force me to step back and recognize how I was living. Losing my mom unexpectedly was one of those moments. A failed business venture was another. In my early 30s, I started a company that didn’t succeed. It was humbling but also necessary because the failure ended up preparing me for much larger roles down the line. It taught me resilience and, just as importantly, the value of slowing down and being intentional about what matters most.

That shift in perspective led me to create a simple framework that I still rely on today. I call it the “tomato plant” process. The idea is simple: your time is like water, and your priorities are tomato plants. Try to water too many, and none will grow. But if you focus on just a few—family, health, relationships, meaningful work—you’ll see them thrive. I’ve used this to guide how I plan my weeks, my years, and even major life transitions. It’s helped keep me grounded and centered through all seasons of life.

And this principle doesn’t just apply to personal life, it’s also relevant in business. One of the most valuable leadership lessons I’ve learned, especially while leading large teams, is that consistency builds trust. Culture doesn’t form during speeches or company-wide announcements. It forms in the everyday moments: how leaders show up, how decisions are made, how priorities are reinforced, and how people are treated. Great companies and great leadership aren’t built overnight. They’re built by showing up with intention, again and again.

And this doesn’t mean being rigid because we all know life evolves and priorities shift. But when you’re clear on what matters, it becomes much easier to build your habits around those things. The result is a kind of internal steadiness, even when other parts of life feel uncertain.

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So, whether you’re someone who wakes up before the sun, someone who finds your stride late at night, or somewhere in between, the point isn’t when you start your day, it’s how you live it. Being aware of how you spend your time is one of the most impactful things you can do.

In the end, our lives are shaped by what we do with our days.

Make them count.