Q&A: how do you keep user needs front and centre?

I was recently asked this question:

How do you keep user needs at the centre of your product management process?

Read on for my answer:

The straightforward answer is that you and your delivery team (yes, even the developers) need to get out there and observe your users using your product or your competitors’ products. You need to do this as frequently as possible, a minimum of 2 hours every 6 weeks.

Why? This is the only way you and your team are going to experience your users’ joy and frust...