The process is based on operational excellence, where they use minimal cost and wastage convenience. Then there are product managers who distinguish themselves with superior products. They tend to use technology and have a flexible style while using speed throughout the organization. Finally, there is the customer leader who is intimate with his customers. They provide the best service and build lifelong connections. These companies have personal books about their customers that describe their unique needs, and they strive to ensure their customers have memorable experiences. So it's not a question of money, but rather of the service provided. For example, the Ritz Carlton specializes in service value and focuses on strong relationships with its guests. You can combine two of three alternative competitive advantages. To determine what your competitive advantage is, ask yourself why customers choose your business over others in the market. (Kryscynski, Alternative Competitive Advantage,