Tips for creating a distributed CMS?

Question

I am developing a PHP-based content management system for personal use and, ultimately, for distribution. I know that there are already many CMS, but I really have not found one that meets all my needs, and I would also like to have experience in training. Security is a big focus, as well as extensibility and ease of use. For those of you who have created your own CMS, what advice can you offer? What features are needed for the kernel? What should be the additions? What did you want you to know before you start? What is the biggest potential problem / issue? Any advice is appreciated.

Edit: Any marketing tips do and will not be appreciated either.

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