To truly understand the people side of your business, you need to look outside and inside your business:

Working with your customers
Do you really know what your customers' think of you; how they perceive your products/service/company?

Working with your community
What social footprint do you leave? Are you seen as part of the community or "just visiting"?

Working with your stakeholders
Who is interested in your business? Why? How do you respond?

Working with your employees
Do you see your employees as a cost or as an investment? Are your employees part of the process or part of the outcome? Do you have the right people in the right positions at the right time?