Here's a great article about Jonathan Ive, Senior VP of Design at Apple. Best paragraphs:
"To truly innovate, you have to go back to the materials from which a product is made, and examine the ideas and assumptions that shape it. You have to ask what it is for, how people use it, and whether you can make that experience nicer. And then you have to pour enormous resources into seeing that through to production."
And, best of all:
“People talk about how design is important, but that’s such a partial truth,” he says. “Firstly, it’s good design that is important. The longer we do this, the more aware I become of how hard that is."
So many products end of with design that is "good enough" because great design is hard. Really hard. When it comes to creating great products time and again, good enough just isn't. Read the whole article.