So many companies are so close to great but they’re not quite there. Often it is the little things keep them from achieving greatness.

A luxury hotel threatens guests with a hundred dollar fee if the “pool towel card” isn’t returned on check out. They’re adamant about controlling towel loss at the expense of inconveniencing guests. An otherwise great experience is marred by the nuisance.

An executive relocation residence is beautifully furnished but the silverware for guests amounts to two knives and a spoon.

A service provider responds to a complaint and offers a refund but takes an inordinate amount of time to issue the check.

A car dealership has a wonderful waiting area for customers but serves coffee so bad as to be nearly undrinkable.

These are not made-up examples. I’ve experienced all of them personally.

All these things are scratches on the lens of greatness. Details matter. Greatness is about finding the scratches and polishing them away. 

Why work so hard and only get close to greatness? Small defects can be corrected with little effort if only you’re paying attention.

What separates you and your business from greatness? If you aren’t there, you’re probably not far away. Search for and deal with those little things that prevent you from being truly great.