In America alone, tens of thousands of businesses crop up each year. Unfortunately, few will succeed, though not due to a lack of ingenuity, initiative, or even capital. Why, then? Because, according to Dick Cross, most business owners lack not just the fundamentals, the nuts and bolts of operating a business effectively day in and day out, but the bigger picture of how to achieve business success. This shortcoming is pervasive: it handicaps most new businesses from the start and it prevents the lion's share of existing ones from ever becoming significant. After taking dozens of mainstream companies from under-performing to outstanding, Cross observed a pattern, out of which he devised his Just Run It! formula. This simple formula now helps small and medium-sized enterprises how to visualise their mainstream businesses on "the back of an envelope" and to achieve the next level of success.