The analysis and assessment of business excellence is often associated with the discussion on the design and justification of the excellence measures and their dimensions. This paper revisits the critical issues in assessing business excellence, and aims to explore the conceptual development on re-balancing the performance dimensions in view of a framework. Based on the synthesising of published literatures and case studies it reveals that the all the published excellence frameworks are based on the commonality logic; and it suggests to re-balancing them with the individualistic logic. This concept has then been operationalized by constructing a new excellence framework named world class diamond model. Based on the surveyed data and by using structural equation modelling the re-balanced diamond model is tested and analysed in order to secure its theoretical validity. With the re-balanced framework, it stresses the critical importance of the individualistic logic in achieving business excellence. It also argues that the managerial implication of the individualistic logic lies in 2 the firm-specific and situation-sensitive practices of business excellence. The original contribution of the research is a conceptually re-balanced perspective towards the business excellence, suggesting a shift from the commonality logic towards the individualistic logic.