第一条价值准则我们称之为运营卓越。追求这条准则的公司主要不是产品或服务的创新者，它们也不培养与顾客深层的、一对一的关系。相反，运营卓越的公司以最低的价格、最少的不便提供中端产品。它们提供给顾客的很简单:低廉价格、无忧服务，或二者兼而有之。
The first value discipline we call operational excellence. Companies that pursue this are not primarily product or service innovators, nor do they cultivate deep, one-to-one relationship with customers. Instead, operationally excellent companies provide middle-of-the-market products at the best price with the least inconvenience. Their proposition to customers is simple: low price or hassle-free services or both.
