Perception is Everything
Don’t make the best products, make those products that are perceived to be the best. What’s the point of you being the best in reality, when someone else is perceived to be better? Ensure that perception of your reality is equal to or better than your reality itself.
There’s no point in working tirelessly to make your success rate from 98% to 99% when people perceive your success to be 70%; realign what you need to focus on.
Case in point: Don’t be Microsoft (best products), be Apple (products perceived to be the best)!