Excellence is a continuously moving target that can be pursued through actions of integrity, being frontrunner in terms of products / services provided that are reliable and safe for the intended users, meeting all obligations and continually learning and improving in all spheres to pursue the moving target.
In modern public relations and marketing, "excellence" is a much overused buzzword that tries to convey a good impression often without imparting any concrete information (e.g. "center for excellence in ...", "business excellence", etc.).
Practice makes perfect
Studies have shown that the most important way to achieve excellent performance in fields such as sport, music, professions and scholarships is to practice. Achievement of excellence in such fields commonly requires approximately 10 years of dedication, comprising about 10,000 hours of effort.