Businesses host (internal- meetings with different people from different departments discussing their products and services. Nothing extraordinary here. During those meetings, they might discuss a variety of topics. For now, let’s stay within the realm of the products and services the business externalizes.
When products and services are offered for sale, there has to be a customer on the receiving end. How many times is there a customer in the meeting room, though? If it isn’t a focus group, but a good old regular meeting, there is almost never a customer among the attendees.
Obviously, having a firm empathic understanding of the customer is the job of some of the people within the company, especially the people in marketing and sales. However, without the voice of the customer in the room, the risk of concluding with critical assumptions is substantial.
Keep your customers close.