From David Ogilvy

10. A sense of humor

 9. Inspiring enthusiasts — with trust and gusto

 8. The courage to make tough decisions

 7. A streak of unorthodoxy — creative innovators

 6. Charisma — charm and persuasiveness

 5. Capacity for hard work and midnight oil

 4. Brilliant brains — not safe plodders

 3. Resiliance in defeat

 2. Big people without pettiness

 1. High standards of personal ethics