Steve Jobs | “people don’t know what they want”

You’re right, they’re not one and the same. The opening argument was intended to speak to John’s 3 truths and tries to reinforce the notion that Content Strategy has to get creative…very creative. In fact, the argument posits that this may become the focus of innovation for companies trying to differentiate themselves in a sea of sameness—courtesy things like technology commoditization.
To help bring the argument to life, it draws on analogies from the product world that many people are familiar with. In particular, Apple, who seem to have a good grasp of what people want before they know themselves. 

To your point about delineating the two, there are discussion posts unfolding here that may be of interest to you, e.g. understanding audience through better observation.

I think we can all draw inspiration from Apple’s ‘spirit’ of innovation.