So 99% of the population, even in high demand fields, will have to aim a bit lower. I'd love to skip the stage where HR asks me whether I'm good with people, but I'm not the one with the power in this situation. And not everyone has the contacts to get good intelligence on several companies, or even one company. I didn't have two personal-contact-based job to rub together, and he wants me to find their five year business plan and how I can shorten it to four years?
I think do think that the mindset he recommends is a good one: you are not trying to get them to give you a job, you are demonstrating your ability to the job. This starts with the resume and cover letter: personalize (corporatize?) them for the job you're applying to. Brush up on the relevant skills if possible. Go in ready to demonstrate your ability to do it. But have an answer prepared when they ask you what your biggest weakness is too.