Catching up some more... Comments on Chunk 2 here.

As I read the table "Shifting your perspectives" about organization-centric vs. customer-centric... For me, it needed row names. So:

Unit of product/service | What do we sell (things) | What do customers do (actions), what do they want (goals, desires)
Channels of communication | How do we reach customers (broadcast) | What are routines of customers' interactions (human connections)
Channels of communication 2 | What do we need from relationships? | What does the customer need from relationships?
Profit | Our money | Customer's value

Also, second and third rows are very connected in my mind.

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I question the use of the word "taking" customer insights. This makes it seem that a business model, or parts of it, may be somehow available, formulated, on the customer side, ready for taking if you just listen. As the chapter explains, customer data has to be analyzed and categorized, and some patterns have to emerge from it - a creative process akin to ethnographic or case study methods.
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I'd like to see more detailed examples of the process of creating models out of customers' insights.