Great question...one there isn't an easy answer for. I'd say it's a combination of things:
In no particular order:
1. A better farm system. Getting better prospects regardless of who the agent is, hiring the best scouts and minor league coaches to develop the prospects to reach their potential.
2. Change in organizational attitude. It's not enough anymore to "contend" in a garbage division. Let's talk about contending for the pennant on a regular basis. That requires acquiring talent by any and all means. Getting it in depth to protect against injuries and slumps.
3. Aggressively looking to 'take back' Chicago (as it was in the 1950's). No more of this, "we don't compete with the Cubs nonsense." Of course you do, you are in competition for the casual fans money, not the die hard's. That money goes a long way to getting done the first two points in this post.
4. A new TV contract. It comes open in 2016, now is the time to position the franchise to get the best possible deal.
5. Time for new ownership. This is not a slam at JR, after 20 years of major, serious, poor decisions that cost the franchise dearly on and off the field he has changed many (not all) of his ways...but it's simply the fact that after 31 years the organization has become stale and rigid in it's mindset. Time for new blood, new faces, new ideas.