Excellence is the quality that propels organizations into greatness and success.  It is the competitive advantage in a competitive world.  What does it look like?  How do we do it?  Our customers and those we serve expect it but it is hard to find, it's a rare quality.  When they do find it they are excited and can't tell enough of their friends and associates about us.  Each of our organizations must go through the process to define what excellence is going to look like for us, what are the expectations our customers have for us?  Unless we go through this exercise and come up with a plan, all we have is a promise of that we can't deliver.  It's a simple process but it pays huge dividends.