1. The document outlines a 3 step process for learning about a product: information, knowledge, and understanding. 2. The information step involves gathering basic details about the product like what it is, how much it costs, when and where it's available. 3. The knowledge step is about understanding what the product does, its functions and features, and how it compares to competitors. 4. The understanding step means truly grasping how the product benefits different types of customers and when or why they would want it.