It sounds like they want to say they are synonymous. Isomorphic implies that each category has the same[1] internal structure. Given that the author doesn't spe

It sounds like they want to say they are synonymous. Isomorphic implies that each category has the same[1] internal structure. Given that the author doesn't spend much time developing the ontology of want nor the ontology of thought, it's hard to make an isomorphic connection between the two realms. For me a stronger essay would be to say, "Give people a reason to change their minds," or "Strong products give people a reason to change their minds." Connecting "I would never get into someone else's car," or "I would never let strangers stay in my home," to reasons why we would change our mind on those topics, is a better conceptual framework for creating things people want. We can identify loads of things we wouldn't do, and conceive of ideas that might make people change their minds. Even better, we can find pairs of things that people want and the assumptions they have that are preventing them from getting what they want, and create a product that connects the two. Either way, that's not exactly the author's essay. 1. Or for the sake of the grace, similar internal structure.