Apple basically has 4 products (iPod, iPhone, iPad, Mac). Their core competency is integrating hardware and software to create a great user experience. Apple spends most all of their time using their core competency to polish their products.
Amazon has millions of products. They are the exact opposite of Apple, right?
Wrong. Amazon's "product" is their web site. Their core competency is making online shopping easy. Amazon spends most all of their time using their core competency to polish their service.
What's your core competency? Are you constantly polishing your product or service?