Will is unprompted and premeditated desire. The desire to work tirelessly to promote your own ideas and the company, regardless of whether you have the know-how
Know-how is knowledge, skills, experience and contacts. The staff in a successful company have the kind of know-how that cannot be found elsewhere.
Courage is being different. Courage is the confidence and boldness to do things despite the fear, pain, opposition, danger, uncertainty or outcome.
WILL x KNOW-HOW x COURAGE= SUCCESS