Operational excellence is not a sustainable competitive advantage.
In a business context this means it is foolhardy to believe that your company will maintain a superior position vis a vis your competitors, because you are “excellent” (e.g. competent, efficient, smart) at doing what you do. There are a lot of smart people in the world. If you make enough money off being excellent, other smart, competent people will come along and copy what you are doing, and whoops, there goes your advantage.
Hallie Montoya Tansey: What I learned in my MBA Strategy class, as applied to campaigns.