Yes, your customers are kings in the marketplace . And whatever you do, you do to satisfy their pleasures and desires.

Some people fail to realise this and let pride get in their way. "Why would some people dictate the shape my product will take?" they say.

The thing is as a business man you are not a king but a god. The king has needs and problems he is looking up to you for. They pray to you(find where you are) and perform the rituals(pay money) and hope you can relieve them of their pains.Selah.

Customers are not in control of how you run your business but just your products. So, get over it already. You need to discover your customer's needs, pains, how they think, who they are, what they do(they call it developing customer avatar) and then carve out a product that can speak to your findings. You are not in need of the products you are creating, your customers are.

You are like a god, not a King after all.