A business is a living organism. And just like any living thing, it needs its vital organs in top shape if it wants to survive—let alone achieve sustainable business growth.
Some businesses are like single-season blooms—quick to appear, quick to fade. Think pandemic mask manufacturers: here one moment, gone the next. Others are seasonal blooms, returning reliably each year like lawn care services or swimming pool companies.
Then there are the tree businesses. Some grow slowly (like walnut trees), others take off fast (like river birches). But even the strongest tree can fall in a single storm.
And yes, we can’t forget the scrappy shrubs and bushes—low-margin mom-and-pop stores and restaurants that stay around but never really scale up. They survive until an economic “wildfire” sweeps through and takes them out.
I could go on with birds and fish analogies, but you get my point.
The best companies are more like land mammals—nimble, quick-thinking, and guided by both instinct and emotion. They don’t just endure; they adapt, innovate, and thrive.
- Execution: The Hands and Feet of Your Business
Without extremities, no land mammal survives. In the business world, your “hands and feet” are your execution strategy experts—your COO, second-in-command, or “integrator.” They handle the day-to-day operations that keep everything moving.
At Summit OS, we focus on fixing execution first. Why? Because it’s the most basic—and often the most powerful—lever of growth. Without great execution, even the most brilliant ideas stall. This is where tools like the Function Ownership Chart™ help clarify who owns what function and what outcomes they must deliver.
- Vision: The Brain of Your Business
Execution will keep you alive, but growth needs a sharp brain—someone responsible for vision, strategy, and planning. Often this is your CEO or founder (aka the “lazy dreamer” type).
The brain’s role is about making strategic choices, anticipating challenges, and steering the company toward long-term success. Not all brains are brilliant, but when you have a strong one, it transforms good execution into real momentum.
- Purpose: The Heart of Your Business
A good business can survive with great strategy and execution. But a great business beats with a clear purpose—a mission that resonates deeply with customers and inspires the team. This is where company culture and values live.
Having heart means your business stands for something that matters—whether it’s saving oceans, reducing human drudgery, or creating life-changing products.
Steve Jobs famously appealed to John Sculley’s heart when he convinced him to leave Coca-Cola. He didn’t say, “Come sell computers.” He said, “Do you want to keep selling sugar water to kids—or come with me and change the world?”
The heart can be the CEO, but sometimes it’s a great designer. Jony Ive, anyone?
Building a Business That Lasts
If you want to build a truly great business, start by giving it a heart. You can do that by clearly articulating your Company Why™—a powerful, purpose-driven statement that drives every decision and inspires every action.
Not sure where to start? The updated Pinnacle: Five Principles book is a great guide. It’s also the heart of the Summit Operating System™, which blends execution, empowerment, and strategy into one cohesive framework for long-term success.
