Voice of the Customer

There have been only a couple times in my career where I was working on something that didn't have authentic voice of the customer behind it, and it didn't feel right. When you aren't solving a problem for your customers indicators may be that you feel stuck, nothing you're doing results in the success you expect, and you just can't get excited about doing the work.
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Of course, there are also instances when your customer doesn't ask for something they don't yet realize they need, and that feels much more inventive and fulfilling.
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On that note, is there anything you'd like to see more or less of here? Feel free to send me a note!