[dentemple]

Don't forget the tried-and-true "Don't sell to your customers; listen for their actual needs" advice that's repeated ad nauseum in a thousand different ways by B2B experts who claim to have "cracked the code" to increasing sales.

[turnsout]

It's repeated because so few people actually talk to customers and meaningfully listen to them… But you're right, it has become overused.

An interesting counterpoint to "listen to your customers" is The Innovator's Dilemma, which details how increasing profit and producing a better product for your customers can sometimes make a company vulnerable to disruption.