Starting a business is easy and every year, millions of new businesses are launched. However, to be a successful entrepreneur, you must take more steps than simply registering an LLC. Unfortunately, most people only succeed in launching new businesses. Reality eventually settles in, and difficulties arise.

It is tough to build a business that is sustainable, and it is challenging for entrepreneurs to attain long-term continued growth. Competent entrepreneurs understand that nothing is as good or as bad as it seems, and following a methodical approach in pursuit of their vision will allow them to maintain the growth that will enable them to do more.

In general, “sustained business success” refers to an organization’s ability to meet the demands and expectations of its customers, as well as stakeholders, over time. To achieve this, I believe aspiring business owners must commit to the following non-negotiables.

AIM FOR IT: HAVE A BOLD VISION

There is no amount of money that can achieve business success without a bold vision. Entrepreneurs must be prepared to take a full, perhaps painful, look at where they are today, and have the guts to draw out a bold vision for the future. A clear, compelling vision sustains the path when the going gets tough—when an organization experiences the growing pains of meaningful change.

Having a bold vision inspires an organization and draws together a team that can act. To effect change, your vision must be bold enough to be the change people want to see in the world. Be bold. Be daring. If your dream and vision isn’t bold enough to inspire action, it’s not big enough.

CARE FOR IT: KNOW YOUR WHY

Having a bold vision goes along with knowing your why. Everything you do should be motivated by purpose. Businesses with a clear sense of purpose increase consumer engagement, strengthen relationships with employees, and boost financial performance. Being able to define how your business or service impacts the community and adds value to people’s lives is crucial to becoming a successful entrepreneur.

Knowing the “why” of your business gives your team and your customers a way to connect with you on a personal level and view your business as a dynamic entity.

ACT ON IT: TEST YOUR BUSINESS IDEA

Successful entrepreneurs are aware that the first step in anyone’s entrepreneurial journey is a great business idea. But how do you know when you have a winner? Even though you believe your idea is great, it’s best to test it before you invest time and resources in a business or product for which there is no market. Testing is key to see if you have a viable business model.

Business is a trial-and-error process and being willing to act mindfully is critical to success.

LEARN FROM IT: UNDERSTAND YOUR CUSTOMERS

Testing a business involves both failure and learning; how entrepreneurs deal with failure determines whether it ultimately leads to success. Starting a business also requires you to be open to learning from potential customers. Successful entrepreneurs know how to become partners with their customers, understanding what they want and thereby creating the opportunity to be the solution their customers need when they need it. Without this knowledge, marketing efforts may be ineffective and no matter how brilliant a business idea may be, it may fail to take off.

Understanding, learning from and building on your customer knowledge and relationships will put you ahead of the game.

WORK FOR IT: ACCOMPLISH YOUR TASKS

A successful business is not magic: It meets its customers’ expectations while taking care of its employees. Instead of waiting for opportunities to present themselves, successful entrepreneurs create them. While the real entrepreneur closes deals, a “wantrepreneur” outsources development.

If thriving is your aim, you must stop procrastinating, stop writing that 100-page business plan, and start executing the tasks at hand. Turn your blueprint into a battle plan focused on outcomes. It’s simple: if you want it to happen, make it happen. Just keep moving.

FINAL THOUGHTS

Entrepreneurial non-negotiables are based on sound principles, and once you are clear on these, they will serve as your compass as you navigate toward sustained business success and overcome the challenges along the way. You must be tenacious and fully committed to the necessary effort and work. You must believe that achieving business success is not only possible, but also necessary.