I have just encountered an interesting combination of customer centric ideas.
Firstly I had an email from Crucial UK (the computer memory company) entitled “What’s next for Crucial? We want your ideas!” which went on to ask people to log into their forums and say what they want from Crucial in the future
"Adrià’s idea is that if you listen to customers, what they tell you they want will be based on something they already know," Norton observes. "If I like a good steak, you can serve that to me, and I’ll enjoy it. But it will never be a once-in-a-lifetime experience. To create those experiences, you almost can’t listen to the customer." (My emphasis)
As an example of the two ends of the customer spectrum, both valid, and showing the dangers of trying to apply universal rules.