The problem is when you say "listen to your customers," your customers are only going to lead you in a direction that they want to go in. Generally, that will never lead you to disruptive growth. You've got to find that new set of customers, and listen to them and follow them. That's the trick.
I just finished The Innovator's Solution, which is heavily centered on this thought, that to innovate you need to compete against non-consumption and focus on people who are not yet your customers. I'm just starting Blue Ocean Strategy and it has much the same theme.
