The standard is the product. You should be able to read it and decide whether to trust the shelf.
01
It lasts
Meaningfully longer service life than the category average, or a clear path to keeping it going.
02
Low regret
The boundaries of what it does are clear. It does not depend on you imagining a future use.
03
Someone really needs it
Most people who buy it are solving one specific, recurring problem — not preparing for a maybe.
04
Not driven by marketing
The demand does not come from a launch event, a countdown, or what your friends just bought.
05
We can say who should not buy it
There is a clear "this is not for you", and we are willing to write it down.
If we can't write down who shouldn't buy it, it doesn't go on the shelf.