In life the best tech doesn't win. VHS<>BetaMax HDDVD<>BlueRay The list goes on. Great tech is not product-market fit. Great PMF is not competitive scale. This is why so many amazing tech companies stall out as they cross the chasm. Many of the strategy roles across marketing, product and even corporate strategy that startups see as "ivory tower" or bloat, are actually crucial in understanding how to turn a technology into an iconic and lasting company. The iPhone is a meh phone in terms of specs and its the backbone of a trillion dollar company. At the end of the day your performance KPIs are table stakes. It is not a case of "if you build it they will come"