I totally agree, and the article is well-written... but haven't we heard this already? It feels like Amy Hoy's core ideas: 1- start with an audience, not an idea. 2 - observe customers in their natural habitat (the sales safari); do not ask them direct questions. 3- find pain points 4- Market to a group you are part of.

Maybe the author is taking Amy's class, 30x500? I'm not even taking it and I know all this :). It's been blogged for a while now.