In any market, it’s tough to stand out just by trying to do better at what everyone else is already doing well.

The big risk here is the inability to create a big enough, noticeable quality gap.

Trying to be better often results in becoming just another face in the crowd despite pouring enormous resources into refining existing processes or products.

So, what’s the fix?

Instead of striving for perfection, aim to be good enough where it counts and then surprise your customers with something unexpected: unexpected charm, unexpected hospitality, unexpected services.

This strategy can leave a lasting impression and truly set your company apart. By embracing the element of surprise, you can carve out a unique niche in your customer’s hearts and gain a lasting competitive edge in their minds.