Working at a startup with a solid but not dramatically-better-than-the-others product, but an amazing sales org, did it for me. (Said startup is now worth many, many billions of dollars)
Mostly by building a product and competing in a market where the leaders have horrendous products. HR, Compliance, Corporate Training Software, Healthcare, etc.
In terms of pure tech and UX, its almost a disqualifier to have good tech or good design as ironic as that sounds.