The difference between good and great isn't a big idea. It isn't breakthrough technology. It isn't a billion dollar launch campaign. Nor is it the celebrity you've hired to endorse your product.
The difference between good and great lies in the details.
It's in the curve of a surface.
It's in the simplicity of the interface between your device and the server.
It's in the elegance of your code.
It's in the feel and placement of a switch.
It's in the ability of salesperson to remember a new customer's name.
It's in the casting of your commercial.
It's in the editing of your newsletter.
It's in the the quality of your images.
It's in the kerning of your type.
Great ideas are a dime a dozen.
Excellence in execution is the most important determinant of success. It's what separated iPod from Zune, Ford from Chrysler, Avatar from Land of the Lost.
In a time when consumers have more choices than ever, good enough just isn't good enough. You have to sweat every detail on your great idea. People are not interested in shelling out their hard-earned pay for mediocrity.
If you're not willing to go all the way to great, you might as well not even start.