This document outlines five elements of great companies: 1) Ambition in the leadership team to address unmet customer needs, not personal greed. 2) Deep understanding of customer needs that are often experienced by the founder. 3) Focus on what the company knows and can do well rather than drifting into unknown areas. 4) Relentless attention to execution in both product delivery and service to satisfy customers. 5) Inspiration of all associates by engaging them in idea creation and decision-making so they feel accountable for company performance.