A great business requires:
- a purpose and proposition: what you offer the world, to whom (customers, shareholders, staff, communities, business partners), and why they'd want it;
- a clear, coherent, consistent and elegant design of how you will make and fulfil that offer - core principles, processes, people, products, price, promotion, etc.;
- doing what should be done to build that business (and not doing what shouldn't);
- thinking, planning and acting for greatness.