As a seasoned chili cook, if you are using Carrol’s or Wick’s stuff, you have about the best packaged mix there is. The addition of cumin is about all you need. I taste more and more heavily flavored cumin entries.
Stay away from the chocolate…not a single competitor I know uses it….just doesn’t add anything.
If you look at all the winning chili’s from years past you will notice they are VERY basic with nothing "fancy" or out of the ordinary. The "secrets" are nothing more than using fresh chile’s.