Will you become great by following the same business plan, offering the same services and just trying to find a few things to do better than your competition (while they will also find a few things to do better than you)?
Or, will you become great by turning the business model on its head, taking risks and coming up with a new way to do what you do?
Most of us will choose the first option, even though it rarely leads to greatness. The brave among us will choose the second. There is a lot more risk here, it may not work out and will probably take more time and effort. Plus, it may not work. No one ever said becoming great is easy.