All human beings have four core human drives: 1- The drive to Acquire 2- The drive to Bond 3- The drive to Learn 4- The drive to Defend 5- The drive to Feel (Bonus) The better you articulate how your offer satisfies one or more of these drives, the more attractive your offer will become.

At the core, every business is a collection of five Interdependent processes, each of which flows into the next: 1. Value Creation-discovering what people need or want, then re-ating it. 2. Marketing--attracting attention and building demand for what you've created. 3. Sales- turning prospective customers into paying customers. 4. Value Delivery-giving your customers what you've promised and ensuring that they're satisfied. 5. Finance- bringing in enough money to keep going and make your effort worthwhile.

Shadow Testing is the process of selling an offering before it exists. As long as you're up front with your potential customers that the offering is still in development, Shadow Testing is a very useful strategy you can use to test your Critical Assumptions with real customers.

There are nine common Economic Values that people consider when evaluating potential purchase. They are: 1. Efficacy- how well does it work? 2. Speed--how soon does it work? 3. Reliability-can I depend on it to do what I want? 4. Ease of use- how much effort does it require? 5. Flexibility-how many things does it do? B. Status- how does this affect the way others perceive me? 7. Aesthetic appeal- how attractive or otherwise aesthetically pleasing is it? 8. Emotion--how does it make me feel? 9. Cost_ how much do I have to give up to get it?

The faster you move through the Iteration Cycle, the better your offering will become- -that's Iteration Velocity. If you're good, you can move through the process several times each day. 'The key is to keep each iteration small, clear, and quick, basing each iteration on what you learned via previous iterations.

The Iteration Cycle is a process you can use to make anything better over time. Iteration relies on the scientific method, which has five general steps: 1. Observe what's happening and identify something that you'd like to improve. 2. Design an experiment and identify indicators that will tell you whether or not the prospective change is an improvement. 3. Conduct the experiment and collect data. 4. Evaluate the results of the experiment. 5. Accept or reject the change as an improvement.

Bundling and Unbundling Bundling occurs when you combine multiple smaller offers into a single large offer. An example of Bundling occurs in the mobile phone industry, where a mobile phone (a physical Product) is bundled with a monthly service plan (a Subscription) for a single price. Similarly, buy-one-get-one-free offers at the grocery store are a form of Bundling. Unbundling is taking one offer and splitting it up into multiple offers. A good example of Unbundling is selling downloads of a single song instead of the entire album. Customers may not be willing to pay $10 for the album, but they might be willing to pay a dollar or two for the songs they like. Unbundling the album into individual units opens the way to sales that wouldn't otherwise happen.