Yo need to have very clear about the difference of a Product Company, and a IT department of a company. The former is your case. We often see Scrum practices applied on the context on the second one; when you have the customer inside the company. But the first one is a totally different beast.

I have been reading about your concern and find two mayor sources having their own method but in essentially they teach the same principle: put the customer first.

1. Steve Blank: Customer Development, see hsi book The Four Steps to the Epiphany

2. The Silicon Valley Product Group (SVPG): and their book Inspired: How to Create Products Customers Love

I believe you will find all your answers on their work.

You need to be very clear about the difference of a Product Company, and a IT department of a company. The former is your case. We often see Scrum practices applied on the context on the second one; when you have the customer inside the company. But the first one is a totally different beast.

I have been reading about your concern and find two mayor sources having their own method but in essentially they teach the same principle: put the customer first.

1. Steve Blank: Customer Development, see his book The Four Steps to the Epiphany

2. The Silicon Valley Product Group (SVPG): and their book Inspired: How to Create Products Customers Love

I believe you will find all your answers on their work.