Creating a great product is all about understanding the context the product will live in, the market, the brand, and the needs of different stakeholders.  The features, aesthetics, and functions only matter when each piece of the puzzle falls into place. 

I have more often then not taken on the task of defining the value and message of the products I have been involved in. Throughout a wide range of projects I have developed intuition and insight into what turns an idea into a great product.