“You always have to remember, when people tell you that something doesn’t work for them, that they’re right. It doesn’t work for them. And that is incredibly important information. You also have to remember that when people tell you what they think is wrong and how you should fix it, that they’re almost always wrong.”

-- @neilhimself (or maybe it was Abraham Lincoln)

@grumpygamer @neilhimself I've seen Alan Cooper talk about this as well. Somewhat paraphrased, the users are kids and you're the parent. When they say they want candy and ice cream, that's not the actual solution and it's your job to understand that they're hungry and need food & vegetables.