True, I am an academic (btw is that something to be ashamed of?), but I have worked 10 years in the industry - and am still doing projects for real clients.
I agree, I could have differentiated a bit more on the How and Why, but I think in the end it applies to both: do the customers REALLY always know what they want? They think so, but it is not really the case. Often it is muddled under a premature idea of a solution the client already thought up. Therefore, its better to start with a minimum viable solution (prototype) so the client actually sees and touches something tangible, which will very often change their idea of what they actually REALLY want.
I agree, I could have differentiated a bit more on the How and Why, but I think in the end it applies to both: do the customers REALLY always know what they want? They think so, but it is not really the case. Often it is muddled under a premature idea of a solution the client already thought up. Therefore, its better to start with a minimum viable solution (prototype) so the client actually sees and touches something tangible, which will very often change their idea of what they actually REALLY want.