It’s easy to assume what an audience wants and needs, actually being sure is an entirely different story. I’ve been into hundreds of different companies and the amount of times I’ve been shown that my initial assumptions about what they want and need were wrong are astounding!
That’s the benefit of talking to your audience directly. Every conversation, every question is a chance to check your assumptions. You’re not going to change your audience, so if you misunderstand them making something they need becomes impossible. If you can understand your audience, more money and impact will follow. It also means more comfort, happiness, or success for your customers.