SlideShare a Scribd company logo
www.johnnykinsella.com
Entrepreneur employing on average 10 people over a 20 period
Education
SME Management – Project Management - Executive Coaching
www.johnnykinsella.com
CUSTOMERS OVER THE YEARS
What is lean ?
Lean is a systematic approach
of eliminating “Waste”
so every step adds
“Value” for the Customer.
“Waste” is any activity that consumes
time, resources or space,
but does “NOT”
add any “Value” to the product or service.
What is Waste?
“Value” is a capability provided to a customer,
at the right time,
at an appropriate price,
. as defined by the customer.
Cost Quality Service
What is value?
History of Lean
So,
Where did lean come from?
1. Define the value (from the customer perspective)
2. Map the value stream
3. Make the process flow
4. Pull from the customer
5. Work toward perfection
5 Principles of Lean
Lean Principles
Map the
Value
Stream
Make
the
Process
Flow
Pull from
the Customer
2. Map all of the steps:
Value added
Non-Value added
that bring a Product or
Service to the Customer
3. The continuous flow
of products, services
and information from
end to end, through
the process
4. Nothing is done by the upstream
process until the downstream customer
signals a need. Actual demand Pulls the
product/service through the value stream
5. The complete
elimination of waste
ensuring all activities
create value for the
customer through
innovation & continuous
improvement projects
1. Define Value from
the Customers
perspective and
express value in
terms of a specific
product or service
Work
towards
Perfection
1. Define the value (from the customer perspective)
2. Map the value stream
3. Make the process flow
4. Pull from the customer
5. Work toward perfection
5 Principles of Lean
www.johnnykinsella.com info@johnnykinsella.com
Working with you to develop and maintain
a Sustainable Competitive Advantage

More Related Content

What's hot

Value Stream Mapping
Value Stream MappingValue Stream Mapping
Value Stream Mapping
TKMG, Inc.
 
Lean Manufacturing
Lean ManufacturingLean Manufacturing
Lean Manufacturing
Flevy.com Best Practices
 
Kaizen Events Blitz & Lean Projects
Kaizen Events   Blitz  & Lean ProjectsKaizen Events   Blitz  & Lean Projects
Kaizen Events Blitz & Lean Projects
Anand Subramaniam
 
Lean manufacturing
Lean manufacturingLean manufacturing
Lean manufacturing
ASHUTOSH MISHRA
 
Kaizen Training
Kaizen Training Kaizen Training
Kaizen Training jah10632
 
Operational excellence through lean & six sigma
Operational excellence through lean & six sigmaOperational excellence through lean & six sigma
Operational excellence through lean & six sigmaHarsh Upadhyay
 
Kaizen PPT revised 2.pdf
Kaizen PPT revised 2.pdfKaizen PPT revised 2.pdf
Kaizen PPT revised 2.pdf
yepopi
 
Lean basics
Lean basicsLean basics
Lean basics
Aryan Viswakarma
 
Lean manufacturing overview
Lean manufacturing overviewLean manufacturing overview
Lean manufacturing overview
Pruek Pinyo
 
Lean Manufacturing : Concept & Overview nkchawla@gmail.com
Lean Manufacturing : Concept & Overview nkchawla@gmail.comLean Manufacturing : Concept & Overview nkchawla@gmail.com
Lean Manufacturing : Concept & Overview nkchawla@gmail.com
NareshChawla
 
Lean principles
Lean principlesLean principles
Lean principles
Paul J. Walsh
 
20130619 kaizen final
20130619 kaizen final20130619 kaizen final
20130619 kaizen final
adcom2015
 
Lean Manufacturing - An Overview
Lean Manufacturing - An OverviewLean Manufacturing - An Overview
Lean Manufacturing - An Overview
Kanzen Institute Asia-Pacific
 
Lean manufacturing
Lean manufacturingLean manufacturing
Lean manufacturing
skchawla4
 
Lean manufacturing ppt
Lean manufacturing pptLean manufacturing ppt
Lean manufacturing ppt
Muhammad Mueez Nazakat
 
Error-Proofing in Office & Service Environments
Error-Proofing in Office & Service Environments Error-Proofing in Office & Service Environments
Error-Proofing in Office & Service Environments
TKMG, Inc.
 
Kaizen Event Guide
Kaizen Event GuideKaizen Event Guide
Kaizen Event Guide
Flevy.com Best Practices
 
Lean Managment
Lean ManagmentLean Managment
Lean Managment
PresentationLoad
 
Kaizen Ppt
Kaizen PptKaizen Ppt
Kaizen Ppt
meetachal20
 

What's hot (20)

Value Stream Mapping
Value Stream MappingValue Stream Mapping
Value Stream Mapping
 
Lean Manufacturing
Lean ManufacturingLean Manufacturing
Lean Manufacturing
 
Kaizen Events Blitz & Lean Projects
Kaizen Events   Blitz  & Lean ProjectsKaizen Events   Blitz  & Lean Projects
Kaizen Events Blitz & Lean Projects
 
Lean manufacturing
Lean manufacturingLean manufacturing
Lean manufacturing
 
Kaizen Training
Kaizen Training Kaizen Training
Kaizen Training
 
Operational excellence through lean & six sigma
Operational excellence through lean & six sigmaOperational excellence through lean & six sigma
Operational excellence through lean & six sigma
 
Kaizen PPT revised 2.pdf
Kaizen PPT revised 2.pdfKaizen PPT revised 2.pdf
Kaizen PPT revised 2.pdf
 
Lean basics
Lean basicsLean basics
Lean basics
 
Lean manufacturing overview
Lean manufacturing overviewLean manufacturing overview
Lean manufacturing overview
 
Lean Manufacturing : Concept & Overview nkchawla@gmail.com
Lean Manufacturing : Concept & Overview nkchawla@gmail.comLean Manufacturing : Concept & Overview nkchawla@gmail.com
Lean Manufacturing : Concept & Overview nkchawla@gmail.com
 
Lean principles
Lean principlesLean principles
Lean principles
 
20130619 kaizen final
20130619 kaizen final20130619 kaizen final
20130619 kaizen final
 
Lean Manufacturing - An Overview
Lean Manufacturing - An OverviewLean Manufacturing - An Overview
Lean Manufacturing - An Overview
 
Lean manufacturing
Lean manufacturingLean manufacturing
Lean manufacturing
 
Lean manufacturing ppt
Lean manufacturing pptLean manufacturing ppt
Lean manufacturing ppt
 
Fundamentals of Lean
Fundamentals of LeanFundamentals of Lean
Fundamentals of Lean
 
Error-Proofing in Office & Service Environments
Error-Proofing in Office & Service Environments Error-Proofing in Office & Service Environments
Error-Proofing in Office & Service Environments
 
Kaizen Event Guide
Kaizen Event GuideKaizen Event Guide
Kaizen Event Guide
 
Lean Managment
Lean ManagmentLean Managment
Lean Managment
 
Kaizen Ppt
Kaizen PptKaizen Ppt
Kaizen Ppt
 

Similar to The 5 Lean principles

Lean Process
Lean ProcessLean Process
Lean Process
Todd Bayliss
 
Program Management Office Lean Software Development and Six Sigma
Program Management Office Lean Software Development and Six SigmaProgram Management Office Lean Software Development and Six Sigma
Program Management Office Lean Software Development and Six Sigma
Glen Alleman
 
Seminar on lean six sigma
Seminar on lean six sigmaSeminar on lean six sigma
Seminar on lean six sigma
Chetan Naphade
 
Lean Thinking in Government Services
Lean Thinking in Government ServicesLean Thinking in Government Services
Lean Thinking in Government Servicesbenthatcher
 
Lean In Life
Lean In LifeLean In Life
Lean In Life
abhinav
 
lean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptxlean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptx
RenaldiPrimaSaputra1
 
lean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptxlean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptx
RenaldiPrimaSaputra1
 
Lean Fundamentals And Line Design 06 04 01
Lean  Fundamentals And  Line  Design 06 04 01Lean  Fundamentals And  Line  Design 06 04 01
Lean Fundamentals And Line Design 06 04 01Dan Junkins
 
Lean mangement
Lean mangementLean mangement
Lean mangement
Akash Patel
 
Introduction to lean management .pdf
Introduction to lean management .pdfIntroduction to lean management .pdf
Introduction to lean management .pdf
DanaYembergenova1
 
Value Analysis: How Lean Thinking Defines Value
Value Analysis: How Lean Thinking Defines ValueValue Analysis: How Lean Thinking Defines Value
Value Analysis: How Lean Thinking Defines Value
CIToolkit
 
Product development kaizen (PDK)
Product  development kaizen (PDK)Product  development kaizen (PDK)
Product development kaizen (PDK)
Glen Alleman
 
Every Product Every Cycle Across the Supply Chain
Every Product Every Cycle Across the Supply Chain Every Product Every Cycle Across the Supply Chain
Every Product Every Cycle Across the Supply Chain
Lean Enterprise Academy
 
RDrew Six Sigma Overview
RDrew Six Sigma OverviewRDrew Six Sigma Overview
RDrew Six Sigma OverviewRon Drew
 
Lean Six Sigma Course Training Part 2
Lean Six Sigma Course Training Part 2Lean Six Sigma Course Training Part 2
Lean Six Sigma Course Training Part 2
Lean Insight
 
Lean manufacturing concepts and tools and quality management1
Lean manufacturing concepts and tools and quality management1Lean manufacturing concepts and tools and quality management1
Lean manufacturing concepts and tools and quality management1hgalinova
 
Lean ppt
Lean pptLean ppt
Lean ppt
shoban44
 
Service Frame North West Shared Service Forum 290410
Service Frame North West Shared Service Forum 290410Service Frame North West Shared Service Forum 290410
Service Frame North West Shared Service Forum 290410
Traoloch Collins
 
What is Lean?
What is Lean?What is Lean?
What is Lean?
backinthegameinc
 
LEAN: A Powerful Introduction
LEAN: A Powerful IntroductionLEAN: A Powerful Introduction
LEAN: A Powerful Introduction
Patrick Powers
 

Similar to The 5 Lean principles (20)

Lean Process
Lean ProcessLean Process
Lean Process
 
Program Management Office Lean Software Development and Six Sigma
Program Management Office Lean Software Development and Six SigmaProgram Management Office Lean Software Development and Six Sigma
Program Management Office Lean Software Development and Six Sigma
 
Seminar on lean six sigma
Seminar on lean six sigmaSeminar on lean six sigma
Seminar on lean six sigma
 
Lean Thinking in Government Services
Lean Thinking in Government ServicesLean Thinking in Government Services
Lean Thinking in Government Services
 
Lean In Life
Lean In LifeLean In Life
Lean In Life
 
lean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptxlean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptx
 
lean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptxlean-091119135641-phpapp01.pptx
lean-091119135641-phpapp01.pptx
 
Lean Fundamentals And Line Design 06 04 01
Lean  Fundamentals And  Line  Design 06 04 01Lean  Fundamentals And  Line  Design 06 04 01
Lean Fundamentals And Line Design 06 04 01
 
Lean mangement
Lean mangementLean mangement
Lean mangement
 
Introduction to lean management .pdf
Introduction to lean management .pdfIntroduction to lean management .pdf
Introduction to lean management .pdf
 
Value Analysis: How Lean Thinking Defines Value
Value Analysis: How Lean Thinking Defines ValueValue Analysis: How Lean Thinking Defines Value
Value Analysis: How Lean Thinking Defines Value
 
Product development kaizen (PDK)
Product  development kaizen (PDK)Product  development kaizen (PDK)
Product development kaizen (PDK)
 
Every Product Every Cycle Across the Supply Chain
Every Product Every Cycle Across the Supply Chain Every Product Every Cycle Across the Supply Chain
Every Product Every Cycle Across the Supply Chain
 
RDrew Six Sigma Overview
RDrew Six Sigma OverviewRDrew Six Sigma Overview
RDrew Six Sigma Overview
 
Lean Six Sigma Course Training Part 2
Lean Six Sigma Course Training Part 2Lean Six Sigma Course Training Part 2
Lean Six Sigma Course Training Part 2
 
Lean manufacturing concepts and tools and quality management1
Lean manufacturing concepts and tools and quality management1Lean manufacturing concepts and tools and quality management1
Lean manufacturing concepts and tools and quality management1
 
Lean ppt
Lean pptLean ppt
Lean ppt
 
Service Frame North West Shared Service Forum 290410
Service Frame North West Shared Service Forum 290410Service Frame North West Shared Service Forum 290410
Service Frame North West Shared Service Forum 290410
 
What is Lean?
What is Lean?What is Lean?
What is Lean?
 
LEAN: A Powerful Introduction
LEAN: A Powerful IntroductionLEAN: A Powerful Introduction
LEAN: A Powerful Introduction
 

Recently uploaded

Premium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern BusinessesPremium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern Businesses
SynapseIndia
 
Putting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptxPutting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptx
Cynthia Clay
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
dylandmeas
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
BBPMedia1
 
anas about venice for grade 6f about venice
anas about venice for grade 6f about veniceanas about venice for grade 6f about venice
anas about venice for grade 6f about venice
anasabutalha2013
 
The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...
balatucanapplelovely
 
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraTata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Avirahi City Dholera
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
Nicola Wreford-Howard
 
Unveiling the Secrets How Does Generative AI Work.pdf
Unveiling the Secrets How Does Generative AI Work.pdfUnveiling the Secrets How Does Generative AI Work.pdf
Unveiling the Secrets How Does Generative AI Work.pdf
Sam H
 
April 2024 Nostalgia Products Newsletter
April 2024 Nostalgia Products NewsletterApril 2024 Nostalgia Products Newsletter
April 2024 Nostalgia Products Newsletter
NathanBaughman3
 
What are the main advantages of using HR recruiter services.pdf
What are the main advantages of using HR recruiter services.pdfWhat are the main advantages of using HR recruiter services.pdf
What are the main advantages of using HR recruiter services.pdf
HumanResourceDimensi1
 
Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
Operational Excellence Consulting
 
3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx
tanyjahb
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
dylandmeas
 
Attending a job Interview for B1 and B2 Englsih learners
Attending a job Interview for B1 and B2 Englsih learnersAttending a job Interview for B1 and B2 Englsih learners
Attending a job Interview for B1 and B2 Englsih learners
Erika906060
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
Lital Barkan
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
Workforce Group
 
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).pptENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
zechu97
 
Improving profitability for small business
Improving profitability for small businessImproving profitability for small business
Improving profitability for small business
Ben Wann
 
VAT Registration Outlined In UAE: Benefits and Requirements
VAT Registration Outlined In UAE: Benefits and RequirementsVAT Registration Outlined In UAE: Benefits and Requirements
VAT Registration Outlined In UAE: Benefits and Requirements
uae taxgpt
 

Recently uploaded (20)

Premium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern BusinessesPremium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern Businesses
 
Putting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptxPutting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptx
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
 
anas about venice for grade 6f about venice
anas about venice for grade 6f about veniceanas about venice for grade 6f about venice
anas about venice for grade 6f about venice
 
The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...
 
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraTata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
 
Unveiling the Secrets How Does Generative AI Work.pdf
Unveiling the Secrets How Does Generative AI Work.pdfUnveiling the Secrets How Does Generative AI Work.pdf
Unveiling the Secrets How Does Generative AI Work.pdf
 
April 2024 Nostalgia Products Newsletter
April 2024 Nostalgia Products NewsletterApril 2024 Nostalgia Products Newsletter
April 2024 Nostalgia Products Newsletter
 
What are the main advantages of using HR recruiter services.pdf
What are the main advantages of using HR recruiter services.pdfWhat are the main advantages of using HR recruiter services.pdf
What are the main advantages of using HR recruiter services.pdf
 
Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
 
3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
 
Attending a job Interview for B1 and B2 Englsih learners
Attending a job Interview for B1 and B2 Englsih learnersAttending a job Interview for B1 and B2 Englsih learners
Attending a job Interview for B1 and B2 Englsih learners
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
 
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).pptENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
ENTREPRENEURSHIP TRAINING.ppt for graduating class (1).ppt
 
Improving profitability for small business
Improving profitability for small businessImproving profitability for small business
Improving profitability for small business
 
VAT Registration Outlined In UAE: Benefits and Requirements
VAT Registration Outlined In UAE: Benefits and RequirementsVAT Registration Outlined In UAE: Benefits and Requirements
VAT Registration Outlined In UAE: Benefits and Requirements
 

The 5 Lean principles

  • 2. Entrepreneur employing on average 10 people over a 20 period Education SME Management – Project Management - Executive Coaching www.johnnykinsella.com
  • 4. What is lean ? Lean is a systematic approach of eliminating “Waste” so every step adds “Value” for the Customer.
  • 5. “Waste” is any activity that consumes time, resources or space, but does “NOT” add any “Value” to the product or service. What is Waste?
  • 6. “Value” is a capability provided to a customer, at the right time, at an appropriate price, . as defined by the customer. Cost Quality Service What is value?
  • 7. History of Lean So, Where did lean come from?
  • 8.
  • 9. 1. Define the value (from the customer perspective) 2. Map the value stream 3. Make the process flow 4. Pull from the customer 5. Work toward perfection 5 Principles of Lean
  • 10. Lean Principles Map the Value Stream Make the Process Flow Pull from the Customer 2. Map all of the steps: Value added Non-Value added that bring a Product or Service to the Customer 3. The continuous flow of products, services and information from end to end, through the process 4. Nothing is done by the upstream process until the downstream customer signals a need. Actual demand Pulls the product/service through the value stream 5. The complete elimination of waste ensuring all activities create value for the customer through innovation & continuous improvement projects 1. Define Value from the Customers perspective and express value in terms of a specific product or service Work towards Perfection
  • 11.
  • 12. 1. Define the value (from the customer perspective) 2. Map the value stream 3. Make the process flow 4. Pull from the customer 5. Work toward perfection 5 Principles of Lean
  • 13.
  • 14. www.johnnykinsella.com info@johnnykinsella.com Working with you to develop and maintain a Sustainable Competitive Advantage