Unveiling Your Hidden Excellence

How many times have you heard salespeople ask you “What’s your pain point, how can I solve it?” 

Okay, perhaps they didn’t say it exactly that way - but you get my point.

I bet you were taught to ask your prospects a variation of that question.

How is it working out? 

I can tell you at least for me, I’m so done with this approach - it’s been overused and is starting to get old. 

The question I seek to unravel in this article is “Is there another way? A better approach. A more revolutionary approach. Something that will set you apart from the rest of the people in your industry.” 

From Good To Great On The Path To Excellence

Good is no longer good enough in the high-stakes world of professional success. Your customers aren’t just satisfied with meeting expectations—they are redefining them. To survive and thrive in this industry, it’s time to peel back the layers of your business, uncover your true potential, and embark on the path from good to great.

Most entrepreneurs remain trapped by what they can see on the surface. Like a banana or orange with its protective peel, your true potential lies hidden, waiting to be discovered and unleashed.

Your customers are looking for an unparalleled experience with you and your product. The competition out there is rough. Whether it be the abundance of people in a similar line of work as you, or the fear that AI may replace your job or take a jab at your bottom line. The level of greatness you achieve is all dependent on how deep you dig into your inner genius. 

Look Beyond What You See

In a world that often settles for surface-level perceptions, true visionaries understand the power of looking beyond the obvious. The world often only sees the surface, mistaking it for the whole truth. Think about the $6.2 million banana—a seemingly ordinary fruit taped to a wall—that made headlines for its astronomical price tag. Was it just a banana? Or was it a statement, a story, a symbol of something much deeper? Just as a $6.2 million banana taped to a wall challenges our notion of value, your offerings have the potential to transcend their apparent worth.

Most see only the “peel”—the visible surface. But what lies beneath? Your customers’ experience, the transformation you offer, and the story you tell all shape your value. When you strip away the superficial and tap into the essence of your offering, you’re no longer just selling a product or service—you’re selling purpose, excellence, and unparalleled impact.

Most professionals look at their business and see only the obvious—the products, the services, the immediate results. But true excellence demands a deeper perspective. Just as a seemingly ordinary banana can be worth millions when viewed through a lens of potential, your business holds transformative value beyond its surface-level appearance.

Is Your Business ‘Sick’ or ‘Thriving’? 

My issue with the whole “What’s your problem or pain point” question is that it infers that your business is sick and needs a remedy. Many businesses are failing and many businesses struggle and do indeed need a remedy, however, not all businesses are “sick”. 

It reminds me of a friend who joined Alcoholics Anonymous and he kept repeating how he will be an addict forever. I always wondered, if people are going to a program to cure themselves from a certain type of illness, aren’t they looking to get better? It’s almost like asking a cancer patient to go to cancer treatments that will not cure him of the cancer - why go? 

I once heard advice given by a sales expert “People prefer “pills” that alleviate their pain, rather than “vitamins” that maintain their health.” The problem I have with such advice is its limit. I agree that there are businesses that need the painkillers. But some businesses need the vitamins too. After all the vitamin and supplement industry is a multi-billion dollar industry. 

Pills and supplements are both focused on the illness and on adverse results. Take the pill to cure the illness, take the supplements to recover, get stronger, and avert further illnesses. Doesn’t sound too great, or too “excellent” to me. 

What’s the alternative? 

Let’s play this out. 

• You have a problem, you fixed said problem (pill) - now your business is good. 
• If you stay at good, you’re just maintaining your “health” (vitamins) 
• To set yourself apart, you want to take your business from good to great, and eventually work your way up to excellent 
• At the ‘excellent’ level - you are living a big part of your full potential. This is the area where you are thriving. 

Your Business: More Than Just a Product

The shift from the mindset of maintaining the health of your business and taking it to a level where it thrives will require you to look beyond what it seems on the surface. You are no longer looking at the orange or banana and its peel or fruit. You are now beginning to analyze the fruit for its health benefits and what you can do with the energy you gained from consuming that fruit. This is where the true value is hidden, this is what makes the fruit something worth way more than the average. 

Much like the famous Pavlov Dog’s Experiment, your competition is conditioned to think at a surface level and get by with minimal effort. This is why your customers are always looking for the next deal. However, if you move past that conditioning and break free from this trap, your customers will have no reason to leave you. Better yet, they’ll sing your praises and bring all their friends. 

To elevate your business from good to great, you must first recognize the layers that conceal your true potential:

1. Become Aware of Your Potential: Recognize that your current business model is just the outer layer. There's more beneath the surface waiting to be discovered.
2. Identify Your Limitations: Your "peel" represents the barriers, mental, strategic, or operational, that prevent you from reaching your highest level of influence.
3. Systematically Unpeel and Reveal: Like a water carrier who knows how to tap into the source, learn to break down complex ideas, and rebuild them with clarity and purpose.

A water carrier, back in the day before modern plumbing, was an individual who would deliver water to households according to their individual needs. Anyone could visit the well or spring, but not everyone knew how to determine the right amount of water their household required. This skill, and the physical task of hauling the heavy water barrels, made the water carrier indispensable.

True Influence - The Secret To Excellence

At this point, you might ask yourself “Yermi, this article is great, but how do I unpeel and reveal my greatness?” 

Excellent question.

The secret is hidden in understanding how to utilize true influence. The idea is to become an individual of influence who can persuade people to see the value of the product you are selling them, become loyal to your business, and eventually turn into fierce advocates for your products and services. 

Observe any major brand - what are they doing that keeps people coming back for more? 

Steve Jobs, a master of simplification, once said, “Simplifying is much harder than complicating things.” Your ability to distill complex value propositions into clear, compelling messages will set you apart

King Solomon, renowned for his wisdom, would analyze concepts through 3,000 different analogies, always seeking the most straightforward interpretation.

By limiting distractions and refining your focus, you can take your business to its highest level of influence and impact.

True business excellence follows a powerful formula:

• Start with a big idea
• Break it down to its essence
• Rebuild it with strategic precision

To reach your full potential - your highest level of influence - the highest level of excellence in your business, you would need to limit the influence of your will and limit your attachment to the emotion to it. 

Your Invitation to Greatness

You're invited to join the elite pool of professionals who constantly push beyond their current limitations. This isn't about incremental growth—it's about transformational excellence.

Remember: People love being associated with the best. By continuously peeling away your limitations, you create an irresistible gravitational pull of success. An exceptional experience. 

By embracing these principles, you position yourself to drink from the same pool as the industry's best. The high-ticket market is not just about premium pricing—it's about delivering unparalleled value and transformative experiences.

We are drawn to excellence. 

As a professional, your goal is to be part of the pool where the best gather and drink. But this isn’t about imitation—it’s about innovation. It’s about peeling back the layers, unearthing your unique genius, and presenting it to the world in a way that commands not just attention but respect and loyalty.

You’re not alone on this journey from good to great. As a high-ticket professional, you’ve already achieved success—but there’s more waiting for you. Together, we can unlock your full potential, simplify the path to greatness, and design a business that stands as a testament to excellence.

Are you ready to peel back the layers, uncover your $6.5 million potential, and join the elite circle of high-ticket excellence? Let’s make greatness your new standard.

Ready to Bridge the Gap Between Good and Extraordinary?

Join Bridging The Strategy Gap—a personalized workshop designed to help you uncover your hidden genius, refine your strategy, and deliver transformational value that sets you apart.

This is where innovation meets action. Don’t settle for surface-level success. Let’s peel back the layers together and unlock your next level of greatness.

Are you in? Set up your workshop today

P.S. I would love to invite you to be a guest on my podcast discussing the topic of taking your business from good to great on the path to excellence. Please book a time to discuss what this looks like.