The document discusses three value disciplines that companies can adopt: operational excellence, customer intimacy, and product leadership. Operational excellence focuses on efficient production and low costs. Customer intimacy prioritizes building strong customer relationships and tailoring products to individual needs. Product leadership emphasizes continuous innovation and being first to market with new products. The document argues that companies must choose a clear value discipline to target specific customer categories, but also notes it is a challenge to sustain focus on that discipline over time. Shifting attention away from the core value can reduce earnings.