The Baseline Difference

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We chose the name Baseline for our company because of what it means and what it communicates. In surveying the baseline is the principal east-west line upon which all surveys in the area are based. It is the measurement or calculation used as a basis for comparison. Once the baseline is set everything else is measured against it.

man surveying using a baseline

Where I was born in Southern California, Baseline Rd runs just north of and parallel to historic highway Route 66 which leads into Los Angeles. I grew up seeing that road and once I learned what its purpose was saw how it can be applied to life.

Baseline St with Baseline Bicycles Liberator fixie parked below

For us as individuals and as a company, it is a reminder of how to conduct our lives and our business.

It is extremely useful to set standards; benchmarks to make and base decisions on.  Having a set baseline makes life easier. Once you decide what your standards are, and commit to them, your decision making from that point forward is simplified. You only need to make decisions once.  Anything that strays from your commitment is automatically disregarded.

For us as a company, our high baseline for quality means that we will not compromise the standards we set or the promises we make. You as a customer can be assured that you are getting a great value on a first-rate bicycle.

That being said, this company was founded by a college student for primarily college-age people. We factored all this in when setting our baseline. The law of diminishing returns says that after a certain point, an increase fails to give the same reward it once did. For example, if you were given a million dollars you would feel greatly rewarded. However, after a certain point, an additional million dollars would not be as rewarding. Ask Bill Gates if you don’t believe me.

law of diminishing returns graph

How does that relate to our business? When buying the components to build a bicycle we found that for a somewhat higher cost we could get a significantly stronger frame. A good return. However, any other improvement to the frame would require us to spend much much more money. The return is not worth the expense. We determine this from the baseline we have set.  We always have in mind our twofold goal of providing the best bike for the best price.  It guides us in every step of the design and decision making process.


I challenge you to make your life a masterpiece. I challenge you to join the ranks of those people who live what they teach, who walk their talk. -Tony Robbins


A nice quote related to the philosophy of our company is by peak-performance coach Tony Robbins. He says:

“If you don’t set a baseline standard for what you’ll accept in life, you’ll find it’s easy to slip into behaviors and attitudes or a quality of life that’s far below what you deserve.” – Anthony Robbins

Our baseline is set. We will not slip and will maintain the quality that we promise. We will not coast, but will continually stretch ourselves to higher standards. We hope you will join us on this journey and achieve all that you can.

Being Realistic is the most common path to mediocrity -Will Smith

Reject mediocrity. Dream Big.

Thank you for stopping by to learn about our business. You can learn more by joining us on Facebook, following us on twitter, or reading our blog.

We hope you enjoy our bikes as much as we do. Click here to browse our shop.