They didn't want it good, they wanted it Wednesday. Robert Heinlein
The following is a rather popular cartoon.
On first read, I think anyone whose been involved in the development of a new product would chuckle with a sense of familiarity.
But the last frame is wrong.
The reality is that customers want a product which will make them money (or have a lot of fun, or eat a great meal, or whatever)......for free (or better yet, get money)......It's not enough to ask customers what they want, because that will always be what they want.
To develop and sell a new product, ask how you will make money in a way that engineering can design, that manufacturing can make, that marketing can distribute, that meets regulatory requirements AND that provides the customer improved value. And expect a few hundred iterations until you get it right.
It's not easy, but it is the only way it could BE different.