I know the conventional wisdom is to listen to people. This is all well and good if they really spent the time knowing a lot about you and your particular situation.
You should not listen but ask specific questions, such as how did they deal with a situation you are encountering? How did they reach a decision? What action did they take? What result did they achieve? Would they do it differently today?
People like to give opinions since it does not cost them anything and don't have to face any consequences. You have to realize that they don't have a skin in the game and they want to help out.
We are so inundated by other people's opinions that we don't even ask questions how they came to a decision. Was it hearsay, or through deep examination? For example, we get polls telling us how much people hate the Obama's health care bill, but then told that no one has even read the bill. How can you give an opinion on a legislation without reading what is in it? What question are they really responding to?
Similarly, in sales, marketing and innovation, you have to be careful about relying too much on other people's opinion. Ask only those who are in the trenches and only those questions that they would know. Don't assume that people know a lot. Most of the time they don't, and you will pay for listening to them.