Hey, author here. I think we're actually in agreement.
I'm saying you shouldn't ask people what they want, you should understand their problems (they want to get around faster), and then design a solution to solve them. Real people/companies will pay you to solve their problems.
The important part is that it's about problems, not solutions.
If you frame the problem correctly, the market will answer you.
The real problem is "I need to move people / things from point A to point B". A horse solves that, as does an automobile, as does a boat. The market won't tell you that directly.
It's all about learning how to ask the right questions.
False. There is a famous quote by Ford about markets and faster horses. Point being the market doesn't know what it needs or wants until someone actually makes it because typically people just want more of the same but faster and cheaper.