This problem isn’t unique to big tech. It’s much easier to tell each other you are customer driven than to actually pick up the phone. I’m in b2b SaaS, and the

This problem isn’t unique to big tech. It’s much easier to tell each other you are customer driven than to actually pick up the phone. I’m in b2b SaaS, and the best approach I’ve found to combat this is to get involved in sales meetings. Salespeople look at you funny if you ask to come along, but if you convince them you aren’t weird it usually works. And you tend to make the meeting more successful, as well as getting actual useful insights into what prospects actually want.