In case you didn’t know, I’m a fan of Seth Godin. He isn’t directly a UX advocate or guru, but the man says a lot of good stuff. This is one of his latest mini-blog posts. It is short, so I will rewrite it here:
Two ways to listen
You can listen to what people say, sure.
But you will be far more effective if you listen to what people do.
(well said Seth!)