I felt we should just talk to as many customers as possible, and do whatever
they say. But that is a bad idea. It confuses the tactic, which is listening,
with the strategy, which is learning.

(reference)

Exactly! This is quite hard to do, though. What happens when there are multiple people involved in the listening? People will fall into three categories:

• Not listening: don’t listen to your customers at all, instead driving your own strategy
• Only listening: start executing on exactly what your customers are asking for
• Listening & thinking: listen to your customer, but define your own business strategy and stick with that

This of course, needs the quote by Henry Ford about people asking for a faster horse. It is while you listen to your customers you validate and refine your strategy.

Draw up your own plan, validate it and stick with it: don’t breed a faster horse!