Get out of your world and enter the world of your customer or prospect. Go visit them. Watch them use your product. Watch them struggle with what they struggle with. Ask sincere questions and listen. Observe with new eyes.
Understanding anew what you thought you already understood, creates fertile ground in your mind for what to do next to create value.
Understanding the needs and desires if your customers is a great way to focus innovation on the right things.
For some of us I guess it just comes natural. It is a good review upfront.