Steve Job’s most profound video.
Here is talks about why its not about product specs. It’s not that the specifications don’t matter, as an engineer, yes it matters what CPU or memory or components you use matter, but that is how you fulfil the needs of the user in terms of experience and brand promise.
Yes you need to care about what’s inside the tin, but it has to “do” what it says on the tin and that is the promise and the expectation the customer has and what you want the customer to feel about you and your product.
For me, its your customer has to identify with your product and your company. He has to wear your badge with confidence because he or she believes in you and because of how you make them feel about themselves in choosing you..