It's easy to tell the difference between good and great products. It's even easier to tell the difference between great and exceptional. It's usually the attention to detail that the builders put into it in the final days before shipping their product to the masses. You can see it in everything from consumer goods, to software, to food; without tasting it, just looking at food prepared by a five-star or Michelin Star chef can make one salivate. That's because they spent time focusing on the details. The reason they're great or exceptional is because they put effort into making what they were selling delightful. They took care in their craft. Very seldom is the product so incredible that the need to pay attention to the details doesn't exist.

What's funny is most people can spot these differences. Most people know that an iPhone feels better than a competitor phone. That's because of the attention to detail. But few builders and product makers actually embrace this simple truth. Imagine what the world would look like if people took more time to deliver something to ensure they were delivering the best thing they could deliver. 

Why? Because it's easy to make a product without paying attention to the details. It's easy to build something, slap a price tag on it, and call it good. Any regular Joe (no offense to the Joes) can start a company making and selling things that some subset of the population will buy. But building something exceptional... building a product that's in the top 5% of products... that takes effort. It takes time focusing on the last 5%. It takes tireless attention to detail. It takes iteration. It takes craftsmanship.