You're not that interesting!
Sorry, but it had to be said. I know the truth hurts sometimes, but it's for a good reason.
You don't grow by staying in your comfort zone. Nor do you develop into more of your potential by surrounding yourself with yes-men. So let me be your contrast, at least for a few minutes anyway.
You don't create a successful business, by selling the same thing in the same way as everyone else in your space. And you certainly don't become exceptional through a lack of innovation, or proactive attempts to break convention and steer around the status quo.
Truth: You're not exciting or interesting enough for your customers to go to the trouble of seeking you out. Why should they? You're predictable, measurable and safe - just like all your competitors. Your insights are second hand and you don't bring any WOW factor to the table. In fact, you're at the dinner table but you have nothing of any value to say.
What you need is real value and a way of being that allows you to cut-through the clutter and confusion and get to more (great) customers. The great people, who buy again and again and refer all their friends.
Is that hard to achieve? It's downright impossible if you're boring and predictable. Find a way to be interesting. Do something crazy and off the wall. Make your company and how you sell fun enough for your team members to really buy-in to what you are selling. Hire interesting people - who are full of life, passion and conviction!
Let's be honest - you're probably not selling anything different to anyone else, maybe that's just too hard to achieve. But at the very least - how you sell can be! All it takes is some innovation and a willingness to do things radically different of fundamentally better.
How you do that is up to you - but please make it interesting - your customers deserve better and so do you.