I think the best companies are very self-aware.
They don't trust their own instincts. Instead, they are constantly seeking the viewpoint of others, most importantly, their customers and their employees. In this way they get a better view of who they are and how they should be.
When companies seek and use customer insights and employee insights, they learn how they can develop loyalty in workplace and provide the most value to customers.
In the Johari Window framework, one of the quadrants represents those things that are known to others, but unknown to you. Most companies ignore this area. They trust their instincts. The best companies seize it for a competitive advantage.