The next part of the exercise is to go through and look at how you can refine each of those areas. More importantly, as you're working through that list, what could you get more leverage by bringing in an expert or getting somebody else to do the services.
How do you take your business to the next level? Is it marketing, is it people, is it innovation, is it technology or is it capital? The reality is that all of those are true. However, not one individual thing at any one time. The critical concept of growing your business and taking it to the next level is about leveraging.