"I never design a building before I’ve seen the site and met the people who will be using it." — Frank Lloyd Wright
In design the site is the market or industry, and what you're trying to do within it. In design, the people who will be using it are your customers (not you).
It makes sense right? When you buy a house, you probably end up looking at more than one, or at least sifting through listings until you find the one(s) that have your criteria. If any house would do, you wouldn't bother with all that research to find the right one.
So I never design a logo before I've met the client, researched their industry, their customers, and their business. That logo has to attract customers and be representative of the company. I can't design something that will do those things if I don't know who I'm designing for and what it represents.