> They don't know what they need or want Of course they don't always know. That's why you have to do proper user research. You should not just build what they

> They don't know what they need or want Of course they don't always know. That's why you have to do proper user research. You should not just build what they are asking: you should try to figure out why they are asking for a particular solution, try to find patterns among all the users, find the actual source of the problem and then propose a solution that could work for them. This is, of course, an over-simplification. Like I said in another reply, work with a PM that's really good at user research (like scientifically-good).