Darren,
Be different, think different. There is always a better way of doing things, but you have to learn to be self critical, that way you open yourself up to change. It's not the big changes that make the biggest impact, it's the small changes, but lots of them as you look at each facet of your business and how the public perceives it.
Most cc'ers think they are carpet cleaners, when actually they are service providers.
Simon