"Two roads diverged in a wood, and I, I took the one less traveled by, And that has made all the difference." - Robert Frost
This iconic quote sums up a lot of life. It celebrates those that are divergent people. The road less traveled in a business landscape is usually the more difficult one. There is the safe, easy path that everyone has walked for ever and at the end there are "good enough" results. That path is the status quo. There is no danger there and there are always people to follow. The road less traveled is murky and there isn't a giant flashing sign to walk towards that says "everything will be ok". However, at the end of that road is unprecedented success. Sure you may encounter failures along the way, but no one ever changed anything by walking the same path as the people that came before them.
Step out of your comfort zone, go the extra mile for your customers, and don't expect anything in return. Success is attracted to the people that are shaped by these characteristics.
Have a great day!