Quality is the entry threshold—it determines whether you qualify to compete. But it's not the reason customers open their wallets. Customers buy "a solution that solves their current problem," not the product with the highest specs. If you're selling an industrial component built to last twenty years, but they need something lightweight, quick to iterate, and disposable, then your high quality becomes a burden in their eyes, not a strength. The real issue is often not insufficient quality, but specification mismatch—you never figured out what that market actually wants before you pushed your own valued parameters to the max. The solution isn't to keep going back to the factory; it's to get out there first and understand what your target customers care about right now and what they're willing to pay for.