​The ’value disciplines’ framework, developed by business strategists Treacy and Wiersema, helps companies identify the area in which they have potential to rise above the competition. The framework acknowledges that an organisation operating in a competitive market with finite resources cannot be the best at everything (although they need to be at least acceptable in all areas).

Aldi and Southwest are examples of brands that focus on operational excellence.

Dyson is an example of a brand that focusses on product leadership.

Zappos is an example of a brand that focusses on customer intimacy.