As Andy Jassy (CEO of Amazon) discusses in Leadership Principles Explained (a short free Audible audiobook), Amazon was struggling with figuring out how to incorporate 3rd Party listings into Amazon's marketplace.
Amazon later realized that they should just incorporate it into Amazon's main marketplace rather than have it as a separate marketplace. As he admitted, that was a somewhat obvious better solution to what the solutions Amazon was previously pursuing.
That's a classic example of why an outside perspective can be very helpful. When only inside experts are working on something, they miss out on what an outside non-expert would see.
Despite Amazon executives encouraging their subordinates to give feedback, it still took a long time for Amazon to realize 3rd party listings should be incorporated it into their main marketplace.
That phenomenon applies more as the problem is more ambiguous, and the most ambiguous problems are also the most lucrative. You can't get outsider ideas from insiders.
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