Excellence is a talent or quality which is unusually good and so surpasses ordinary standards. It is also used as a standard of performance as measured e.g. through economic indicators. Excellence is a continuously moving target that can be pursued through actions of integrity, being frontrunner in terms of products / services provided that are reliable and safe for the intended users, meeting all obligations and continuously learning and improving in all spheres to pursue the moving target.[ ] In modern public relations and marketing, “excellence” is a much overused buzzword that tries to convey a good impression often without imparting any concrete information (e.g. “center for excellence in …”, “business excellence”, etc.).