You must challenge yourself and your people to not stop at the first right answer even though it may be a right answer and in your strength and comfort zone. But the differentiator was that we wanted to be small business owners working for small businesses. Instead, we said that we were going to be small business owners that helped small businesses. With that strategy and subsequent branding, customers could view us as the small business hub, their trusted small business advisor vs a pack and ship location. The result was that we started to build a portfolio that was more about small businesses helping small businesses than it was a product that we were selling.

Source: Forbes August 19, 2017 12:56 UTC