That's covered in the book as well. You get to pick the thing you're best at. From my own experience, Hertz has decided to concentrate on the metric "Getting r

That's covered in the book as well. You get to pick the thing you're best at. From my own experience, Hertz has decided to concentrate on the metric "Getting regular customers into a car as quickly as possible." I recently went to Enterprise and I was appalled by the difference in customer service. They were nice, and the car was fine, but nobody _wants_ to spend 15 minutes waiting in line for a car. As far as car makers, there are many metrics as well. You could go with "per car profitability," or you could go with "lowest cost per car," or you could go with "best customer retention." The thing is, once you decide _which_ best car maker you're going to be. Once you decide, you become ruthless in pursuing it.