Benchmarking is not a means of winning at any cost. It is a legitimate, systematic, overt and ethical process of bringing about effective competitiveness. It is driven by the spirit of ‘learning through sharing’ and certainly does not represent an obsession with competitors. The myth that you can only compete well if you know what your competitors are doing and you have to be able to copy what they do to succeed, has been broken. Learning is generic, management is universal and best practice is not a privilege that only a few organizations have.