Your. best insight comes from the outside - how people see you. In business terms this is getting your customer to tell you about your business. In personal terms it is discovering how people view you.
There are times I have said "I don't care what other people think about me" to justify my actions or rationalize away peer pressure. You can't change how other people think (outside your circle of control) but you can understand yourself better and determine if your outward appearance is consistent with your internal values by gaining the insight of others.
Last year I used the Johari window in my Vistage spotlight (and sent it to my family and friends). The purpose of the exercise was to reveal my "blind spots". The key question in this exercise is whether people were honestly telling you what they think.
So it's not about changing to meet others expectations - it's reflecting your true self to others.