Since our economy is market driven, we prosper and are rewarded when we satisfy the customer at a reasonable price. If a production planner and manager can produce a product so efficiently that it can be priced lower than the competition, customers will reward that product by buying the producer. Some producers cry that they don't see how their competitors can can sell their products so cheap they must be cheating. More likely they have found a way of producing at a lower cost. That good old human ingenuity and free enterprise at work.
Efficiency is rewarded.
To design a product that customers want and will buy, consider these steps. Check your sales, advertising and marketing people. They often know customers well. Check customer opinions, likes and dislikes. Design products customers want, not what you want.