Ed Catmull of Pixar tells an interesting story about the making of Toy Story. While creating the film, his team resisted the advice of Disney executives who—based on their success with musicals—pushed them to fill the movie with songs.

"We put our faith in a simple idea: If we made something we wanted to see, others would want to see it too."

Great leaders—in any industry—emotionally understand experience because they are often the "first customer." They make what they know they would love. No surveys, focus groups, or data sets are needed. As a result, leaders build what other people love too.

As a consultant and business co-founder, I have led creative strategy and design for 25+ years for hundreds of clients in dozens of industries. Over the years, I have seen companies with a "first customer" perspective have a competitive advantage. Here's why:

1) Leaders who are customers emotionally understand the experience. 

A data sample of one—if emotionally invested—is far more valuable than any broad customer segments or statically significant data samples. 

Making, building, and championing something you love provides the emotional filter—intuition—to sort out the essential strategy, elements, and tactics. 

2) Leaders who experienced the problem they are solving or felt the need for the opportunity they are building think about the business, product, or service in ways professional managers don't. 

They care deeply about the details, see the connection across business skills and functions, and, most importantly, stay focused on the vital motivations.

Leaders who care deeply stay focused on asking fundamental questions like "why"—not just "what" or "how."

3) Leaders who are the "first customer" go out of their way for the product or service. 

In any creative process, doubt creeps in. Someone raises a concern, questions a choice, or adds another thing to consider. Too many opinions get averaged together to serve the "average" customer found in data—who does not exist in the real world. 

When business ideas try to be everything to everyone—they reach no one in particular.

Leadership—and success—is clearing a path and protecting ideas.