Your product or service has to be new, better or different from other products on the market! Do your homework. If there is a product similar to yours available in store or online, how is your product and customer service going to be better or different? Try thinking about a great personal experience that you had with another company. What did they do to impress you? What can you do to emulate this behaviour in your company? Learn from your best experiences and do your best to improve your company.