It's not enough to rely on products, services, and the market to assess opportunity for success. The human element in the company—from executive leadership to individuals executing daily operations—affects company culture, output, and progress toward short- and long-term goals and sustainability. Therefore, evaluate the significance of the human element who operates the company.

For example there are two directors for this company that demsonstrate the characteristics and traits required:

The greatest asset of a company is its management. The ambitions, abilities, and morals of those in charge determine the path the organization will take, whether the mission can be achieved, and the internal/external culture it will sustain. Therefore, companies—understanding their mission and vision and needing such ethical, professional, and progressive talents for themselves—are better positioned for success in an ever-complex world of business. Thus, it's not about what you sell, but who sells it.