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Success in business often stems from making small, consistent improvements rather than relying on groundbreaking ideas. By analyzing existing operations and identifying areas to reduce costs or enhance efficiency, entrepreneurs can carve out their market share. This approach is exemplified by the speaker's strategy in the self-storage industry, where enhancing basic services can lead to substantial growth. The key takeaway is that even without innovation, a methodical approach to refining existing businesses can yield significant results over time.