Your product has to be great, but your branding has to be better.
Every great product has fourteen great knockoffs — but the difference is, you can’t knock off a brand. You can’t knock off a story.
You can buy generic soap, but you won’t get Dove’s story of female empowerment.
You can host your DIY goods on your own website, but you won’t get Society6’s artist-forward vision.
On the flip side, you can choose to buy generic cola, so you can avoid the Pepsi-Jenner incident.
Branding has to sink in, and it has to hit the right place. That’s what will make your product indispensable.