Boeing produces both products and services. The client for any of their output makes a determination on the output based on quality and price, which is the basis of economic differentiation in the marketplace. The term Quality in that sense is not the narrow view of a QA program, it is what the output is considered by the purchaser to be fit for, and it occurs in a comparative space. If
Boeing are the product owner.
They cannot in any meaningful sense outsource decisions on the safety or suitability of the product to their customer.
The problem we saw recently with MAX is precisely that they were suckered into doing just that.
It doesn’t work. It has no longevity.
You enquire about your customers’ opportunities and constraints. You don’t ask them to define the solution. That isn’t a customer responsibility.
Succumbing to the lowest common denominator of your client requests, outsourcing your product definition to your client is just a death spiral.
What they actually have to do is figure out how to be justifiably proud enough of their product that they are prepared to fire the customer.
If they can get that right, they won’t have to.