The general thought process behind those who believe that the user doesn’t know what they want, is that people are dumb. This type of ego, and the audacity that comes with, likes to think that we know best what the user needs. This type of thinking is short sighted at best.
In fact we are beginning to learn the exact opposite of this mindset is true. People are generally smart, sometime even a little too smart. The trick is that people don’t like to feel stupid, therefore they tend to avoid things that make them feel stupid.
Make your users instantly feel like they are experts.