Sometimes, we see companies with fantastic products – and they fail commercially. Sometimes, we see companies with fantastic products, and they can even solve real problems for real customers – and yet, they fail commercially. Now, there is certainly no shortage of reasons why companies can fail commercially in spite of having fantastic products, and I will not attempt to enumerate and discuss them here. Instead, I would like to highlight only one very specific reason which in my opinion often remains neglected, or even unnoticed altogether: competitors or substitutes that are good enough. Good enough is a very powerful concept. I claim that having a product that is good enough is often preferable to having a product that is superior. Let’s have a look at three examples of products or systems in the warehouse automation industry that are failing to meet commercial expectations through the lenses of “good enough”.