The success of your startup does not entirely depend on your business model, the efficiency of your business organization, the location of your office or store, or the quality of your business products or services. While these, of course, are important, they aren't the only things that make a difference. 

Something more subtle but quietly powerful is your leadership style. If you possess some of the top qualities of an excellent leader, such as integrity, empathy, and patience, then you are far more likely to succeed in a competitive marketplace than businesses that offer similar products or services. 

Besides personal characteristics that encourage employees to perform well and customers to recommend your business, here are a few other things to consider cultivating if you aspire to be a better leader. 

Assume the Role 

Although you don't have to groom and dress like an IBM executive to give your tech startup a winning edge, as the boss, it's important that you have a clean-cut look. If you look scruffy, with long, unkempt hair, wear clothes that need ironing, and never polish your shoes, it will be difficult to project yourself as a serious business owner. 

While your employees may appreciate your casual look because it creates an informal working environment, business partners, vendors and customers will be less forgiving. Although no one may say a word, they will make decisions that could help or hurt your company's bottom line based on their first impressions of you. If your hair is getting a little too long, look for a barber in your city to help you get that professional look. If, say, you live in Atlanta, then do an online search of the keyword phrase "barber Atlanta"  and you will find a list of barbers. Sort through to find the ones with great reputations.  

Get to Know Your Customers 

Even if you run a business where you don't directly meet your customers, you can still get to know them better through surveys after customers buy your products or use your services. The better you know your customers, the easier it will be to fine-tune your marketing and progressively increase your sales volume. No matter the business you're in you need a strong CRM to understand and guide your clients through the buying process. From construction software apps to salesforce, there is something for every business type. 

Study Leadership 

Although many leadership characteristics come naturally to good business owners, such as being a discerning listener, practicing self-discipline, and managing projects efficiently, some still need to be learned. If, for instance, you don't like confrontation, learn how to resolve conflicts. Or if you're not naturally observant, often preoccupied with your own thoughts, learn situational awareness, knowing what is happening around you, both at the workplace and in the market. 

Inspire Your Team 

Set an example by doing what you expect others at work to do. For instance, don't expect your employees to be conscientious and hardworking when you spend most of your time in your office on the phone milking the call by calling family and friends while working on a ham sandwich.  

If you have a corporate vision for what your company can do to change the world for the better, then do more than just write a mission statement, also share it with others in as many ways as you can to make them come alive.  

Don't just espouse your company's core values but live them. If, for instance, you expect your customer service team to provide exemplary customer service, don't denigrate customers in casual conversations. If your office wants to be zero waste or make an impact n the local community put those goals and messages on the walls around the office.

Cultivate Self-Awareness 

While some people appear to be born leaders, nobody has all the characteristics of leadership necessary to build a great company. That's why self-awareness is important. If you're not aware of your shortcomings as a leader, you're unlikely to correct them. If, for instance, you're terrible at negotiations but think you're great at it, you will not notice the number of lucrative contracts you sabotage or take subtle hints from staff members on why you should learn more about negotiations.