Basically benchmarking is comparing one’s own enterprise with those of the competitors that are the best in their fields of activity for the purpose of cognition on how they managed to become market leaders, as well as how to integrate such good business principles into one’s own system of business dealings. However, benchmarking does not represent straightforward copying of the method of work of others i.e., it isn’t a process of adopting ideas, but rather of adapting the effective solutions of others to one’s own needs. The strong point lies in the exchange of ideas that promote quality and encourage personnel creativity. The work considers the advantages and types of benchmarking, indicating the possibility of implementing benchmarking in the sphere of human potentials. The basic principle of this process is to perceive what exactly the market leaders are doing to improve their business, and to integrate everything from the accumulated data that might contribute to the advancement of business.