Creative Strategy And the Business of Design

This is an overview from the perspective of a "creative" Person, learning how business works. Some of this info is likely useful in the 00_How to Develop a Product book outline.

He starts by defining a handful of words which will come up (I like this)
Insight this is the context specific information one gains from looking at company data. It's what allows us to make decisions on behalf of the customers. The better the data, the more accurate the prediction/better the outcome. "Distilled Inspiration" Strong insight inspires strong concepts.
Maslow's Hierarchy of Needs Comes up a lot and serves as a reference frame to base decisions within. This allows us to make deeper connections between a product and the underlying reason for purchasing. An example from the book is whitening toothpaste, people buy it to improve their confidence,.
Segmentation This is the process of dividing up your target audience in to groups. This allows you to get more specific when it comes to addressing individual concerns.
Differentiation What makes the product/service/thing your working on different within the market. If you're working in the commodity space, people will choose based on price.
Features and Benefits Features are tangible things the user experiences. Benefits are the reactions to the features. A feature of a faster processor has the benefit of allowing the user to do more in a single day.
Purchase Funnel These are the stages that a customer goes through on the way to purchasing a product.
Marketing Allowable is the amount of money you can spend to acquire a new customer.