Why Ordinary Businesses Become Extraordinary Profit Machines in Surprising Ways

Larry Harmon ran a modest plumbing business in a small California town, struggling just to keep up with competitors and make payroll. Most of his customers had the ordinary run of complaints: professionals showing up late, surprise bills, and unpredictable service. One day, after listening to a particularly frustrated client vent about a no-show competitor, Larry decided to flip the script. He started guaranteeing same-day service, even on weekends, and boldly promised flat-rate pricing—no more sticker shock when the work was done.

Larry also added extra layers to the business. He introduced private-label spot removers for sale and began partnering with a local carpet cleaner, collecting referral fees for every customer he sent their way. Instead of cutting corners, he channeled more money into staff training, sending employees to Dale Carnegie courses and offering clear bonuses tied to actual customer praise. This created an internal culture where good service wasn't just expected—it was rewarded and publicly recognized.

Customers started noticing. Instead of cycling through different repair services hoping for decent work, they began requesting De-Mar by name. Sales soared from a few hundred thousand dollars a year to over $3 million, all while Larry charged premium rates. His company’s focus on reliability, transparent pricing, and employee motivation turned a sleepy operation into a regional leader. Over six years the business outpaced all competitors and became the go-to choice—proof that even in an industry full of price wars, being remarkable at the basics can change everything.

What Larry unknowingly tapped into aligns perfectly with behavioral science. People crave fairness (transparent prices), reliability (guaranteed service), and recognition (for employees and customers alike). These small, concrete changes build lasting trust and drive word-of-mouth in even the most “boring” businesses.

So here’s how you turn the ordinary into the exceptional: start with a small but crucial promise—maybe guarantee that you’ll always show up within an hour of appointment time, or that your prices will never surprise anyone. Then, look at your business with fresh eyes; is there an extra service or product you could add that your best customers would actually appreciate? Don’t forget—your team needs to feel valued, too, so create simple ways to reward genuine service, not just speed. If you keep listening, tweaking, and layering value, that boring regular business just might become the talk of your town. Try one improvement this week and watch the results.