They're committed to your brand, too.
But, unlike insiders, customers will provide the Emperor-has-no-clothes appraisal you need when an idea lacks merit.
I'm ceaselessly puzzled by organizations that don't seek an outside reality check before investing in some initiative.
They're everywhere.
On the other hand, be careful to ask the right customers the right questions.
Because a lot of them (most) have puny imaginations.
Henry Ford famously said, "If I asked my customers what they want, they simply would have said a faster horse."
