Not OP, but I think they're suggesting to spend a bit more time listening to customers, and a bit less time thinking that you know better what they want then th

Not OP, but I think they're suggesting to spend a bit more time listening to customers, and a bit less time thinking that you know better what they want then they do themselves, even if you believe that your experience and expertise would make it that you do. I'm using the impersonal "you" here. Don't know if you do that specifically, but OP seems to complain about software workers who do have this tendency, and seems to think that eventually leads to losing the customer.