We’re all searching for the big solutions, the best strategies and the secrets to achieving greater success. We attend seminars, read books, network with colleagues and join various online communities in this quest. Sometimes we discover new ideas and tools that inch us higher towards our big dreams. Occasionally we invest our resources and are unsuccessful. But as good business people always should, we try and try again.

Now I’d like to suggest we look in, rather than out, for the winning answer. I believe it’s all about being remarkable. I say, achieve your “remarkability” and you will achieve the higher levels of success and happiness you desire.

For a moment, please think of a few remarkable businesses. I bet you can think of a bunch where you enjoy the shopping experience and you go back for more of that good feeling. They are in your “stable” of reliable, trusted places to shop. You feel very good about giving them your money. You typically refer friends and family to remarkable businesses, too.

Now think of remarkably bad businesses. I bet you probably stopped buying from them, right? You probably told many people about your poor experience, too.

Can you think of unremarkable businesses now? I bet you can’t think of any unremarkable businesses! That’s because they left no impression on you, one way or another. There was nothing special about your shopping experience, nothing special about the person who served you.

In the business world, there is a small percentage of remarkably good businesses and a similarly small percentage of remarkable bad businesses. Unfortunately, most fall into the unremarkable category: completely unmemorable!

What bucket do you fall in? If I were to poll your clients, would they answer with a smile and wholeheartedly recommend your services to me? Or would they shrug their shoulders and not recall your name?

My friends, it’s time to rise above the vast universe of “unremarkability,” be bold and be you! This costs you no money and requires no training. Be exciting, fun, grateful, creative, kind, thoughtful and happy. Give all the people you meet good reason to remember you!

There’s no need to act or adapt new or uncomfortable behaviors. Be authentic. Just be bold about it. People love being with confident, positive people. In business, it’s how we can attract lots more business. Your “remarkability” is quite different from mine. We’re all remarkable in our own way. By definition, that’s what will make us remarkable -- when we stand out! 

Big companies spend big money to be bold. They must deliver what they promise or all the fancy advertising is wasted. Most travel professionals don’t have big money to spend, and so it’s earned one handshake at a time. You are a walking billboard for your business. Wear it well! Tell the world what you do, how much you love doing it, and that you want to do it for them, too. Be remarkably passionate and see how many new leads you get on an average day.

Is your business card remarkable and reflective of your best personality? Rip it up and start over. Less is more on a business card, so don’t necessarily stuff it with websites and twitter names and addresses. Have it boldly proclaim who you are and what you do.

Does your Facebook page light up with “remarkability”? What messaging do you tweet? Is your website unremarkable or does it paint a wonderful picture of what makes you a remarkably good travel professional?

“If you are waiting for the world’s permission to shine, you will never receive it.” That from “A Return to Love” by Marianne Williamson. Only you can choose to shine. Nobody out there will be contacting you personally to say, “go!” But here I am coaching you to shine. Be you and be bold! Achieve your remarkability today. Why wait?

Being remarkable is the most powerful strategy you have to becoming successful in business and in life. Having trouble determining what is remarkable about you? Find out from friends, family, colleagues and clients what they love about you. Seriously! Maybe you have not realized that you possess a remarkable quality.

I promise that you will start hearing certain words and adjectives repeating. What a realization it is to hear what they love about you! Go boldly forward and have this work in your favor to grow your business. Nobody owns your “remarkability” but you. Nobody can steal it. You own the trademark. People will enjoy doing business with you, seek you out, and feel wonderful about sending over their friends and family.

Stuart L. Cohen, MCC, a veteran travel executive and entrepreneur, is chief motivation officer at Exclamation Points Inc., where he is a speaker, trainer, and business coach. Cohen also is the producer and host of the Stuart Cohen Show, broadcasted on the web at www.stuartcohenshow.com, which provides “enter-training” for travel professionals. He also is owner and operator of ResortForaDay.com, a niche shore excursion company offering commissionable resort passes for Caribbean cruise guests. This column is adapted from one appearing in the June 2012 issue of Agent@Home magazine.