He mentions that even when we consider something intuitive it's because we have actually learned it in one way or another. Key word is 'learn'. And answer to this "unintuitive" problem is good instructions in your software, so taking users through a learning process. Not saying it's easy to do, but that's the solution.
I also agree with the comment that most people wanting to use a piece of software are very likely to have experience in the field and therefore things that aren't intuitive to a random person will be intuitive enough to them because of the domain. When we see a text box at top of a social media platform with placeholder text "what is in your mind.." we don't assume it's a note-taking app or a to-do list. We intuitively know what we put there will be published for the world to see, even though it might be the first time we are using that particular platform.
I also agree with the comment that most people wanting to use a piece of software are very likely to have experience in the field and therefore things that aren't intuitive to a random person will be intuitive enough to them because of the domain. When we see a text box at top of a social media platform with placeholder text "what is in your mind.." we don't assume it's a note-taking app or a to-do list. We intuitively know what we put there will be published for the world to see, even though it might be the first time we are using that particular platform.