The analysis and assessment of business excellence are often associated with the discussion on the design and justification of the excellence measures and their dimensions. This paper re-visits 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 all the published excellence frameworks are based on the commonality logic; and it suggests re-balancing them with the individualistic logic. This concept has then been operationalised 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 the firm-specific and situation-sensitive practices of business excellence. The original contribution of the research is a conceptually re-balanced perspective of business excellence, suggesting a shift from commonality logic towards individualistic logic.