I listening to customers is not really something you can only do with agile scrum. You can figure out what customers need with roadmaps or projects too. Outside

I listening to customers is not really something you can only do with agile scrum. You can figure out what customers need with roadmaps or projects too. Outside enterprise, you also don't have one set of customer/users, you have thousands or millions them. I agile scrum often leads to situation iterate the teams iterate towards local optimization or solving problems that people think they need, but fails to deliver actually create next level impact, since teams are hesitant to make plans longer than in two week increments. I think most successful product teams take the practice of closely listening to the users (as the whole team or product organization), trying to understand the user, but choose to build product they think is right, even it's not what the customers currently say they want.