The process is based on operational excellence, where they use minimal costs and convenience in waste. Then there are product leaders who stand out with superior products. They tend to use technology and have flexibility in style while at the same time using speed throughout the organization. Finally, there is the customer leader who is intimate with their customers. They provide the best service and establish a lifelong bond. These companies have personal books about their customers, which label their individual and unique needs and strive to ensure their customers have memorable experiences. So it's not about the money, it's all about the service that is provided. For example, the Ritz Carlton specializes in value service where they focus on strong relationships with their customers. You can combine two of the three alternative competitive advantages. To determine what your competitive advantage is, ask yourself why customers choose your company over others in the market. (Kryscynski, Alternative Competitive Advantage,