I learned a lesson many years ago when I started working with business owners who were either rugged individualists or high-dopamine revenue growth addicts. Never say, “You should,” at the beginning of a comment. Twenty-five plus years later, and I still follow that rule.

Except for now. Every business owner should answer the question, “What is excellence?” in their organization. The excellence I’m describing ranges from cradle to grave, from finding customers to serving and supporting them. Once excellence is defined in the organization, we now have a North Star to move toward in all our decision-making related to marketing, sales, and operations.

In this brief article, I’m going to address five simple bullet points tied to business excellence. You will become the potter after I provide the clay. Additionally, I’ll share what I consider the best book ever written on this topic. It’s readable, actionable, and one that you will come back to often.