There's a third thing they could mean: we want this to succeed in the organization which means we need to both hear people out to reflect their real needs in the plan, and that we need to communicate to them in a way that they buy in. So that it can work.
In fact this is really the only way to get anything done regardless of what you call it.
Yes, this. It's funny seeing so many people being cynical about this - sure, there's plenty of ways for it go to badly, but far more importantly, there are a couple of ways it can go right.
As general commentary - if you're smart and good at identifying problems with things, use your ability to identify problems to avoid those problems, not as an excuse to avoid doing stuff. Being cynical about everything isn't a terrible strategy, as long as you remember that you need to be cynical about your own cynicism, too.
In fact this is really the only way to get anything done regardless of what you call it.