Great businesses and their people do what average people and businesses won't do.
Great businesses are clear about goals and expectations throughout the ENTIRE business. They don't just post a mission statement on the wall and leave it at that. They don't establish a revenue goal at the beginning of the year and forget about it.
Great businesses are specific and intentional about the direction and goals for the business as a whole, each department and every position and person in the organization. They are also very clear about the purpose and goal of EVERY system, process and procedures in the business.
They simply know that if they are going to apply energy toward an action they better know what they are working to accomplish.
What most business won't do is to take the time and effort to define results continually and purposefully.