I find 'Walk in stupid' to be good advice. Things change, and this simple mantra helps ensure that you don't assume you know what your customers want and stick to that idea whether it works or not.
Consumer attitudes and opinions change and the media landscape is constantly evolving. 'Walking in stupid' every day means you can look at this with a fresh pair of eyes on a daily basis. Combined with the incredible – and ever-increasing – amount of customer data we can now access and the fact that new technologies are emerging at a greater pace than ever before, this means that previously accepted wisdom is often out of date.
The biggest mistake any company can make – and we've all seen it done – is to 'walk in too clever' every day. No one likes to be thought stupid, but sometimes, it's just the best policy.