To be really successful you need to go a level or two deeper than most do in thinking about the potential user, and really understand human psychology.
Aside from those brief interludes, Brand Thinking is a powerful look at the role brand plays in society, politics, economics, psychology and technology.
D.s in business manage to repackage the most glaring examples of common sense and the obvious in so much math and psychology mumbo jumbo that the uninitiated are actually, if only temporarily, fooled into thinking that something profound is going on.