People in the wild
What do your customers want? What do your users need? Rather than going with assumptions based on what you think, get up out of your chair, get outside, and test those assumptions with your customers in the wild. Experience what life is like on the shop floor, in the branch. Talk to customers. Look for problems that people have today, identify the sticking plaster and chewing gum they hold solutions together with, and work these ideas with them to come up with something better.
See Ethnographic Research, Me and My Shadow, and Contextual Inquiry.
You are (probably) not your customer
Unless you’re ...