A common expression in the product development world is to...
'Fall in love with the problem, not the solution'.
While I totally believe in this philosophy it is easier said then done because the ego gets in the way. That ego tells you that you are right and that your solution is correct. It feels great thinking that you have THE solution. This mindset can have serious repercussions of course because you stop listening to what the market is saying or you start making excuses such as 'that client doesn't know what they are talking about' or 'that company must not be in our target market'.
So each and every time I speak to a prospect/client I need to remind myself to truly listen to their pain because it is much more advantageous at the end of the day to 'get it right' than 'being right'.