Five Guys

Five Guys decided not to:

• no food delivery
• no marketing expenditures
• no full menu

They have:

• very limited menu with high quality ingredients
• attention to quality → high prices

Amazon

Core competencies:

• Superior IT and AI capabilities
• Consistent and efficient service
• Ceaseless innovation

Apple

Core competencies:

• Superior industrial design in the integration of hardware and software
• Superior marketing and retailing experience