# Competitive Advantage - The goal is to drive a *wide wedge* ([[profit]] margin)! - Create **Added Value**, **maximizing the amount customers are willing to pay** (increase Revenue) - **Harmonize/Fit** all company's activities, **minimize expenses** (decrease Costs) - Core Competencies create "continuous" competitive advantage! - **Underlying skill, ability, knowledge, experience, tech, process** that enables company to provide its unique set of products or services. - A **distinct proficiency**, which cannot be easily imitated by its rivals.