A strategic choice

Product, customer or operational excellence — according to M. Treacy and F. Wiersma one of these three directions is a choice every company needs to make in order to succeed on the market.

… Apple is all about products — solid, shiny artifacts.
… Amazon is about customer intimacy — top-notch service and support. 
… Walmart is about operations — quick, low-cost, “reusable” business processes.

You cannot be all three. If you want your brand to stay meaningful, you better chose.