No product exists in isolation. Every offering is presented to potential customers within a context or a frame of reference, whether we set one deliberately or not.
That context helps them understand what it is, who it is for and why they should care. A great product, presented within a context that highlights it’s strengths is unstoppable.
However even a world-class product can be completely undone by a context that does the opposite.
Here’s a simple non-startup example that illustrates what I mean.