Being really good doesn't make you stand out. It's assumed and expected that if you're offering something, it's going to be really good. Now that we have access to an unlimited amount of information, whatever our product or service is needs to be really good. It's too easy for people to look up reviews or find out everything about you to offer something that isn't perfect.
Just being really good is not enough though. You need to be the best at whatever you do. That's a given.
But not only the best.
You've got to be 10 times better than your competition. Otherwise, who cares?
You probably don't make phones, but let's use it as an example. Is it enough for your phone to be the best at connecting you with people?
It's EXPECTED that the new phone you buy will work perfectly, get great service in the middle of no where, and have great battery life. How do you stand out so people need what you're offering? I guess Apple did a few things. Made it ACCESSIBLE to everyone. You don't need instructions. They don't even come with them!
I remember my old Nokia flip phone that had a 200 page user guide and all it did was make phone calls! Now the iPhone in your pocket can control your toaster to have a bagel ready for you when you arrive home (of course while using your device as a GPS to get you home while streaming ANY SONG EVER CREATED (except t. swift)).
AND THERE'S BARELY A USER MANUAL.
You don't need to know how to do anything.
Need directions? Touch the thing that looks like a map. Done.
Apple offered all this and somehow added making it COOL on top of it. In 2007-2009, having an iPhone was a conversation starter. Everyone wanted to hold it in their hands. "Look, there's no buttons!"
So don't worry about proving to anyone that you're the best.
Just be the best.
Than figure out how to be 10x better.
Everyone wants to be cool.