You have to be careful to balance a reluctance to avoid feature creep with a tendency to ignore feature requests and feedback.
Every time a user comes to you with feedback, that's an opportunity to improve your product and what you're working on. It may end up that you're adding something interesting to both the user, and your developers; it might actually be fun to work on. And yes, it may be a stupid idea, as posed to you. But it's your job to accept the feedback, extract anything positive from it, and shape it into something valuable to your users, the product, your company, and your development team.
That being said, feature creep is a very difficult thing to manage. And how well you manage it depends on your position and who the "creep" is. If you're a mid-to-junior level developer, and the CEO is demanding a feature; well, you're going to be adding that feature. You can try to convince the CEO that it's not a valuable feature, or it won't work, or there are more important things to be working on, or it will negatively impact the schedule. But never do any of that at the time the feature is being requested. All you'll end up with is two people defending their position instead of working together towards a common goal.
Instead, accept the feedback and feature request (or feature demand) at face value immediately. Walk away, think about it openly for a while by yourself. "Could this be valuable?" "Am I missing something in the way the CEO asked for this?" "Is it as hard as I'm making it out to be?" Ask yourself these kinds of questions, and come up with some concrete answers. Then always go back to the CEO with follow-up questions. Demonstrate that you've thought about the feature requested, and have actually come up with some ideas, tweaks, enhancements, or objections, etc. This will create an open discussion. One that the CEO hadn't anticipated, but that he most likely would not object to since it was not outright resistance to his idea initially.