A lot of business owners like to say that "the customer is always right", or maybe they think it's cool to say that the customer's sometimes wrong.
If you are consumer centric, you will always win. I don't care about my feelings. I'm pure humility to the end consumer. I've been retail for my whole life. All I know is watching the eyes, watching the reactions, using my intuition, to what felt good to the other person. The market is my king, lord, religion, nothing else.
That's where all the answers are. They're not in the Bain and McKinsey's, the fancy decks from Harvard. They are in the trenches. They always will be. It's all about listening.