1. They are ambitious enough to force people out of comfortable routines. Becoming 5 percent better is not the goal; becoming the best at something is often the goal. 2. They aim in a general way at providing better and better products or services at lower and lower costs, thus appealing greatly to customers and stockholders. 3. They take advantage of fundamental trends, especially globalization and new technology. 4. They make no attempt to exploit anyone and thus have a certain moral power.
