It's all about..

0) Smiling and being gentle
1) Having an internal driver

2) Having a dream
3) Having a vision
4) Share the vision / educate people on that
5) Focus on niches

5a) "If I try to compete with the big guys, they'll kill me." (by Jim Koch)
6) Strive for excellence

6a) Be the best

6b) Have the best product / service

6c) Little things make big things happen
7) Working hard, very hard
8) Managing several plates in the air
9) Taking risks
10) Passion, a lot of passion
11) Be persitent. If things are not yet fine, it is not yet the end.