Some companies are exceptional. They are able, for a time and occasionally for a long time, to overcome inertia, resist entropy, and adapt to competitive or environmental changes. They create better performance and sustain it for far longer than anyone has a right to expect. Nothing lasts forever, but then, that is not the goal. The objective is to deliver better performance for longer by bringing out all of the best that is possible. In this article, TCB Review contributing editor Michael Raynor and Mumtaz Ahmed, both of Deloitte, lay out principles for continuing financial health.