I think this article is somewhat misleading, because "make something people want" is said in the context of a product business, not a service business.

Of course your freelance business customers know what they want - otherwise they wouldn't pay you to build it. But product customers are an entirely different breed. They do have some idea what they want, so it's certainly still correct to go back to your customers to get feedback about your product, but it's misleading to equate these to service customers. With product customers, they won't tell you what they want until you spend much energy eliciting that feedback. It's not "simply a matter of translating business needs into technical jargon".