Think about brands like:- ChatGPT- Google - Zapier- Trader Joe’s- Costco- Zara- ZapposThese are large brands today, but they started by doing something so remarkable that word spread organically. Whether it was exceptional customer service, incredible value, unique experiences, or standout product features, they each found their "something incredible."We’ve worked with companies who did the same:Netcraft - They focused on being the best in the world at website takedowns. Offensive Security - They built a passionate community by offering training and certifications so intense customers were excited to share they passed the certification. Highway.ai - They built a product on mortgage industry knowledge and guidance that was unmatched. PenFed - Offered rates so low that the word spread organically from the military community they served to the broader world. What enabled this wasn't unique talent or massive resources. What they had was a vision to do something incredible.Yet, very few companies tap into this powerful growth lever. Why?They focus too much on their own idea. Founders and CEOs often believe their vision is the ‘incredible thing,’ but this mindset can stop them from identifying smaller, quicker wins that can still be transformative.They get stuck on what customers say they need. Gathering customer insights is crucial, but those insights should focus on identifying the problem, not dictating how to solve it. Companies can miss the chance to deliver something exceptional by just following customer instructions rather than addressing their real needs.They’re too distracted by what the competition is doing. Feature parity is the arch-nemesis of doing something incredible. Too many companies become preoccupied with matching competitors, instead of finding what they can be the best at and standing out.So, how do you find that "something incredible"?Set out to do something amazing - Understand that your company is capable of doing something incredible and move away from the “good enough” mindset.Narrow your focus - Identify a specific area where competitors are failing to meet a need or where you can over-deliver value and focus there. Build what customers actually need—not just what they say they need.Leverage your strengths - Assess what your team or product does/can do better than anyone else and double down on it.Doing something incredible is a growth strategy almost any company can use. It just takes the will to make it happen.