If you attended our webinar, " Turn Your Company’s Boring Story Into Something Truly Remarkable, you heard one of the most important things we say to every business owner we work with: your company is probably already remarkable. You just don’t know it yet.
That statement makes people uncomfortable. Most business owners sit across from us and insist they are not remarkable. They say things like, “We’ve been doing this for 20 years. There’s nothing special about us.” Or worse, “We’re pretty much the same as everyone else in our industry.”
Here’s the truth: if you’ve been in business for more than three years, you are doing something remarkable. If you weren’t, you’d be gone. Most businesses don’t make it. Yours did. That means something.
The problem isn’t what you do. The problem is how you talk about what you do.
The Therapist Who Didn’t Know She Was Remarkable
At a conference a few years ago, a family therapist raised her hand and asked how her practice could stand out in a crowded market. We asked her to describe how she helped families.
She explained her approach. She assesses the situation first. Then she engages each family member separately. She intervenes with targeted strategies. Finally, she helps the family sustain the changes over time.
She’d been doing this for years. She described it in about 90 seconds. Then she shrugged and said, "I guess that’s how most therapists work."
We drew a four-step staircase on the whiteboard. "You have a Stairway to Happiness. Your four-step process to move families from sad to happy."
She stared at it for a moment. Then her eyes went wide.
She’d been doing this her entire career. She just never thought to name it. She never thought to tell that story in a simple way that people can connect to.
Now, when someone calls her practice, they don’t just hear about a therapist. They hear about a practice that uses a unique Stairway to Happiness program designed specifically for families in crisis. That’s a story people share. That’s a story that travels.
The Landscapers Who Looked Like Everyone Else
Lion’s Landscaping out of Baton Rouge had a similar problem. Luis and Ulysses ran a solid operation. Their work was excellent. Their clients stayed for years.
But when we asked what made them different, they said exactly what every other landscaper in the market says. Fifteen years of experience. Licensed and insured. All types of landscaping.
Sound familiar? That’s the same sentence on every competitor’s website.
Then I asked them to walk me through what actually happens when a customer calls. They explained their whole process. They listen to the customer’s vision. They send a designer to the property. They optimize the design back at the office. They navigate installation with an experienced crew. Then they sustain the landscaping with quarterly follow-ups through the first year.
"What do you call that process?" I asked.
"We don’t call it anything. That’s just how we work."
That "how we work" is gold. And they were burying it inside a generic pitch where no prospect would ever find it.
We named it. The L.I.O.N.S. process. Listen. Imagine. Optimize. Navigate. Sustain.
Same work they’d been doing for 15 years. Brand new story that no other landscaper in their market could claim.
The Contractor Who Solved the Problem Before It Happened
Kate ran a commercial construction company in Los Angeles. Great reputation. Good references. But when prospects compared Kate to her three competitors, everyone looked the same.
Kate specialized in office build-outs. When she walked us through her process, one thing stood out. She always sent a team member in ahead of the end of construction to walk the space with the client, document every expectation, and lock in a shared plan before a single wall went up.
No name. Just "how they did things."
We named it the Zero Punch List Countdown. The concept: instead of scrambling to fix problems at the end of a project, Kate’s team eliminated the punch list before the project started.
When Kate added that to her pitch, everything changed. She was no longer just another contractor who promised good work. She was the only contractor offering a proven system to prevent the one thing her clients feared most.
What Happened in Your Business While You Were Busy Running It
None of these people invented something new. None of them changed how they operated. None of them spent money on a new service line.
They learned to see what they were already doing and tell that story clearly.
You have something like this inside your business right now. A process that no one else follows in exactly the same way. A solution you built out of necessity that your competitors never bothered to create. A way of caring for clients that feels normal to you but feels exceptional to them.
It doesn’t feel remarkable because you do it every day. That familiarity is the problem. The things you do automatically are the things your competitors can’t replicate.
The Two Tests Every Remarkable Has to Pass
Not everything inside your business qualifies. At Alchemyze, we put every potential differentiator through two filters.
First, is it unique to your organization? If five of your competitors could say the exact same thing, it doesn’t make the cut.
Second, is it interesting enough that someone would share it? If a client told a friend about your company over dinner, would they mention this? Would it come up? A great remarkable gives your clients a story to tell. The L.I.O.N.S. process gives Lion’s clients something specific to say. The Stairway to Happiness gives patients something to describe to a friend who needs help.
If it passes both tests, you have something worth building a campaign around.
The Webinar Was the Starting Line
If you watched our webinar on turning your company’s boring story into something remarkable, you got a preview of how this works. You saw the kinds of things businesses overlook and the difference it makes when they finally learn to talk about them clearly.
But the webinar was the starting line, not the finish line.
Your next step is to look inside your own business with fresh eyes. Walk someone through your process the way Luis and Ulysses walked us through theirs. Ask a trusted client what they actually tell colleagues about working with you.
Your remarkables are already there. They just need someone to identify them.
That’s what we do. Schedule a free strategy call to learn more.
