Capable gets you shortlisted. Distinct gets you chosen. The belief: build it better and they'll choose it Most of us start with the same belief. If the product is better, customers will notice. Better materials, a smarter mechanism, one more feature, a sharper price. It sounds like plain common sense, and for a while it works. But if you're building a consumer product or running a growing business, you've probably seen what happens next. You improve the product, invest in dev