In the business world, we need to focus on the 4-Cs. Firstly, Customer. Secondly, Competition. Thirdly, Comfort. It doesn’t matter how successful you are, how much market share you have, if you’re in your comfort zone you will leave yourself exposed. Fourth, Courage. You have to be prepared to take tough decisions. Cowardice pushes the day of reckoning out, decisiveness brings it closer.