Onur Cobanli explains:
No offence intended, this quote on design is not about the capacity to imagine or the ability for one to discover the auto needs. What people need is not what people want; you can want what you know, but you might need something you do not yet know about, and you might not yet want it even if you need it as you would not yet know about it. What you need is not what you want; nobody knows about other infinite possibilities to satisfy your need except when a designer starts a design research to find that unknown unknowns. Of course design process just scratches the unknown that is infinitely deep, but an infinite scratches would perhaps make a good progress.