In every era of business history, the companies that endure share one common trait: they consistently deliver products that people genuinely want. Those that fail to do so eventually disappear. This pattern is neither new nor surprising, yet it is often obscured by layers of strategy frameworks, operating models, and architectural abstractions. As Enterprise Architects, we frequently discuss strategy, business models, platforms, and capabilities. But strip everything back, and one uncomfortable truth remains: without products or services that resonate with real user needs, all strategic intent is theoretical. Profits, brand equity, market leadership, and even employee well-being are not primary achievements; they are downstream effects of sustained value creation.