This is a really great comment that aligns with most of my experience. Asking feedback is step 1, where you get information and setup social dialogue and recipr

This is a really great comment that aligns with most of my experience. Asking feedback is step 1, where you get information and setup social dialogue and reciprocation. Step 2 is to find why you get that feedback, distilling underlaying motivations or reasons why. Sometimes it's not there, and customers really do want a faster horse. But often times, customers want better horses in ways they can't imgine. They just feed you back the limitations of horses. Step 3 is to verify your true understanding of the feedback using prototypes. "This metal horse is just as fast, but can handle 10 times the forces on the field. Can you try and check if this is what you meant with a faster horse?"