The beginning of your post sets the stage as developing a “new idea, product or service.” That is quite different than trying to get new features into an old product. Presumably, something new doesn’t yet have customers.

Fundamentally, however, the customer is an expert on *their problem*. I want them to give me “feedback” on whether my product is solving their problem, not feedback on the product per se. I don’t want them to suggest new features, I want them to dig deeper into the biggest problems or eventually to other problems. As a product owner, it’s MY responsibility to create the products and features that solve the problems. It’s nuanced.

Further, customers are horrible at predicting what they will and won’t do. So I’m going to run experiments to measure behavior or I’m going to ask them what they’ve done in the past that may indicate future behavior. These methods are more effective at a product becoming a market leader vs playing catch up.