Focus On Your Customers (Not Your Competitors)

Service Champions owner Leland Smith said he pays zero attention to competitors because all his focus goes to the customer — that mindset, not competitor-watching, is what makes a Level 10 company.

You don't need expensive research to know what customers want; three times in his career Rich rattled off everything in a $75k-$100k research binder in minutes — be on time, do the job right the first time, no surprise charges, no sales pressure, respect the home.

Ranking those needs is a trap: doing the job right doesn't excuse showing up three days late or a technician who mistreats the family — you must do all of them, not pick the 'most important'.

Focusing on the customer generates the marketing ammunition (stories) you use everywhere — Service Champions' weekly truck checks, multiple uniforms and shoe covers (worn even entering their own company meeting) became messaging.

The fear that competitors will copy you is absurd: most are level 2-6 and won't, and even if they try they can't say it with your power, precision and passion — and there's plenty of market share (Service Champions holds under 20% even in its best zip codes).

Double and triple down on what you already do well and tell it as stories: Service Champions' 'good deeds for free', the dusted-off 'happy money promise' guarantee, and the 'world's friendliest technicians'.

Two times competitors DO matter: 'frame of reference conditioning' (tell people the alternative is a week-long wait so your next-day install sounds impressive) and a Consumer-Reports-style comparison blog that scores rivals for huge SEO juice.