Plenty of B2B firms are “customer focused” in the sense that they’re aware of what their customers need. However, the ones that really thrive focus instead on the needs of people that their own customers sell to. Once you understand why those customers are buying from your own customer, you can more easily figure out how to help your own customers satisfy those needs. More important, this knowledge allows you to create products and services that are crucial to your customers’ success.
Another way of putting it: It’s not enough to ask what your customers want; you also need to understand what makes them successful.