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How to Be Great

Building a great company starts with the leadership.

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This story appears in the March 2010 issue of Entrepreneur. Subscribe »

When you encounter greatness, you know it. It's one of those things--all the parts move in perfect harmony. Greatness is hard to come by but unforgettable when it happens. In business, this is especially true.

When you walk through the doors of a great company, you know it instinctively--just like you know John Coltrane's greatness when you hear it. There's an energy, a buzz and a distinct character that conveys confidence, curiosity, uniqueness and trust. It flows from the CEO to the receptionist and into the customer base.

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