I've seen too much companies fail because of spending too little time of thinking what the customer actually needs. They just do what they like. In fact when studying UX, I've noticed a lot of companies don't actually even know who their most important client is and what (s)he wants, what her fears and motivations are and how she will go about getting what she wants. Creating a ux vision and strategy makes a lot of difference. (Based up on talking to actual potential clients Not based up on imaginging).