There is a classic business motto where you will have direct dealings with the end customer:
"The customer is always right"
Then an intelligent strategy will always take the opinion and needs of the client as the north to follow.
Any company that focuses on providing a service designed for the client's wishes will always have a great chance of success.
Then there is the brand positioning. This is undoubtedly based on marketing.
The most important thing is that, once you have managed to build your BRAND, you never lose the approach to the client. This is the main mistake that big brands make.