Basically he asks a couple of key questions. One taken from Peter Drucker is for companies to ask:
What business are we in? And what are the unrecognised needs of our customers? Conley then gives some great examples how companies have moved up the pyramid to delight and surprise customers by doing some creative thinking and mind reading to exceed their expectations and gain a brand passion.
He talks about Apple and Target as examples of how to use the Maslow framework to understand customers and their desires.