When Was the Last Time You Talked to a Customer?

Getting real with this one.

Let’s start with a simple, honest question: when was the last time you had a real conversation with one of your customers? Not a survey, not a sales call, not reading a report-but a genuine, open-ended chat about what’s working, what isn’t, and what they wish existed.

If you can answer quickly, that’s fantastic. But if you’re pausing-even for a moment-you’re in good company. Many of the most talented product managers and business leaders I know haven’t spoken directly to a customer in weeks, months, or even years. And that’s not a personal failing; it’s a symptom of how most organizations operate. The good news? Recognizing this is the first step toward building more innovative, valuable products.

Let’s explore why this happens, how it quietly undermines innovation, and what you can do to create a culture where customer insight is at the heart of every new product.

The Executive Table Story: A Moment of Truth

A few years ago, I sat in on a product strategy meeting at a successful, established company. The room was filled with smart, dedicated leaders, all debating the value proposition for a new product concept. Charts and spreadsheets were flying, opinions were strong, and the conversation was passionate-but also circular. Everyone had a different take on what customers would value most.

After nearly an hour, one executive leaned back, looked around, and asked quietly, “When was the last time any of us actually spoke with a customer about this?” The room fell silent. Not one person could recall a recent conversation. That moment-awkward as it was-became a turning point. The team realized they were building on assumptions, not insights.

This story isn’t unique. In fact, it’s surprisingly common. But it’s also a powerful invitation to rethink how we approach innovation.

1. Leadership’s Background Shapes What Gets Valued

Let’s start at the top. The backgrounds of your product leaders-VPs, Directors, and Heads of Product-shape the culture and priorities of your entire team. If these leaders came up through product management, they likely have a deep appreciation for the art and science of customer discovery. They know firsthand how hard (and rewarding) it is to get meaningful insights.

But if your product leaders arrived via finance, sales, or another function, it’s not unusual for them to underestimate the value-or the effort-of talking to customers. This isn’t a criticism; it’s human nature. We all tend to champion what we know best. The challenge is that when leaders don’t actively encourage and model customer engagement, it quietly slips down the priority list for everyone else.

What can you do?
If you’re a leader, make time for customer conversations yourself and share what you learn. If you’re a product manager, invite your leaders to join you on calls or site visits. The more customer stories are shared at the top, the more they’ll be valued throughout the organization.

2. Incentives: What Gets Measured Gets Done

Let’s talk about incentives. In most companies, product managers are measured on things like delivery deadlines, feature launches, and revenue targets. Rarely are they evaluated on the quality or quantity of customer insights they bring in. As a result, customer discovery becomes a “nice to have” rather than a “must do.”

Imagine what would happen if you started tracking and rewarding the number of customer interviews, the depth of insights gathered, and how those insights influence the roadmap. Suddenly, talking to customers becomes part of the job-not an extra burden.

Practical tip:
Start small. Set a goal for every product manager to have at least two meaningful customer conversations each month. Celebrate and share the learnings in team meetings. Over time, this will become second nature.

3. The “No Time” Myth-and the Real Issue

One of the most common reasons product managers give for not talking to customers is lack of time. With back-to-back meetings, urgent fires, and endless emails, it’s easy to see why customer interviews slip through the cracks.

But here’s the thing: there are plenty of ways to gather customer insight efficiently. Third-party research firms can help. Quick video calls can be scheduled during lunch breaks. Even a handful of targeted conversations can reveal patterns that change your direction.

The real barrier isn’t time-it’s mindset. If customer insight is seen as a high-leverage activity (which it is!), it will get prioritized. If it feels optional, it will always get pushed aside.

Try this:
Block out “customer time” on your calendar each week. Treat it as sacred as your product review or sprint planning. Over time, it will become a habit, not a chore.

4. The Phase Gate Puzzle: Why Does Innovation Feel So Slow?

Have you ever noticed how new product development processes-especially in larger organizations-can feel slow and bureaucratic? Leaders often complain about how long it takes to get a product from concept to launch. But here’s a subtle truth: much of that delay comes from uncertainty.

When teams lack real customer insight, they debate, iterate, and second-guess. Decisions get made, then unmade. Features are built, then reworked. But when you have strong, clear customer insights, teams move with confidence. The path forward is clearer, and there’s less need for costly rework.

Action step:
Before moving a product through each phase gate, require a summary of recent customer conversations and how they’ve shaped the concept. This simple step can save months of wheel-spinning later.

5. The Marketing Handoff: Why Messaging Falls Flat

Another hidden cost of weak customer insight is the handoff from product management to marketing. If product managers haven’t spent time with customers, marketing teams are left guessing about what matters most. The result? Generic messaging, unclear positioning, and campaigns that don’t resonate.

But when product managers bring real customer stories and pain points to the table, marketing can craft messages that truly connect. Sales teams can tell stories that feel authentic. The entire go-to-market effort becomes sharper and more effective.

What works:
Invite marketing and sales colleagues to join customer interviews. Share recordings or transcripts. Make customer insight a shared asset, not a siloed activity.

6. B2B Reality: Relationships Matter

In B2B settings, customer interviews can be especially challenging if relationships are weak. If your company hasn’t invested in building trust with customers, reaching out for feedback can feel awkward or even intrusive. It’s like trying to have a heart-to-heart with a stranger.

But here’s the silver lining: the very act of asking for feedback-genuinely, and with humility-can strengthen relationships. Customers appreciate being heard. Even if the first few conversations are awkward, they lay the groundwork for deeper trust and collaboration.

How to start:
Begin with customers who are already advocates. Ask for introductions. Frame your outreach as a way to better serve them, not just to sell more. Over time, these conversations will become easier and more fruitful.

7. The Comfort Zone: Fear of Discomfort

Let’s be honest-sometimes, we avoid customer conversations because we’re afraid of what we’ll hear. It’s more comfortable to stay in the bubble of our own ideas, where our assumptions go unchallenged. But real innovation requires stepping outside that comfort zone.

Hearing tough feedback can sting, but it’s also the fastest way to learn and improve. The sooner you uncover a mismatch between your product and your customer’s needs, the sooner you can pivot, adapt, and build something truly valuable.

Encouragement:
Embrace curiosity. Approach customer conversations with an open mind and a willingness to be surprised. Some of your best ideas will come from the places you least expect.

Bringing It All Together

Building products that customers love isn’t about being perfect-it’s about being present. It’s about showing up, asking questions, and listening deeply. When you make customer insight a habit, not a hurdle, everything else gets easier: innovation speeds up, marketing becomes sharper, and your products find their place in the world.

So, when was the last time you talked to a customer? If the answer isn’t “recently,” that’s okay. Today is the perfect day to start.

Your next great product is out there, waiting to be discovered-one conversation at a time.