All of the above.
I have run my own shop for over 40 years - started motorcycle racing when I was 15 - I'm 71 now and still racing (when the mood strikes me - I don't race to win, I just race to have fun) - I have a degree in electronics and hundreds of service manuals. Books are printed because you can't remember everything you hear, see or do. I don't need to remember the tightening sequence or the torque value (that's what books are for). I do not have a photographic memory, but I do have wonderful retention. I have studied science, was a whiz in math, can cook and sew. Grew up on a farm, can operate heavy machinery, spent 6 years in the Army, can make explosives, was trained as a sniper (they found out this farm boy could shoot), worked at General Electric as a lab technician, received machinists training, learned computer programming, have worked as a carpenter, electrician, concrete finisher, managed a Montgomery Ward store for 4 years, was maintenance supervisor in a steel siding roll-forming plant and some other things I don't recall immediately.
I have many years of experience working on ATV's and Polaris has given me the most experience as they are the most maintenance intensive and failure prone on the market. Even Chinese ATV's have a better reliability record than Polaris except the 50cc through 400cc Chinese made Polaris models (50, 90 and 110 manufactured by Dinli, Eton and currently Aeon - the 150, 200, 300 and 400cc Phoenix, Sawtooth and Hawkeye Kymco produced models). Polaris has been partnered with Japanese Robin engines, Austrian KTM and some unknown engine manufacturers. Can't get a water pump seal for a Predator 525? Just order the parts from KTM at half the price of Polaris and in many cases NLA from Polaris.
Anyway, I have a working knowledge of Polaris, Honda, Kawasaki, Suzuki, Yamaha, Triumph, BSA, Harley, Hodaka, Rokon, Laverda, Zundapp, BMW, Gillera, Benelli, Puch, AJS, Sachs, Montgomery Ward, Sears and Roebuck and the original Indian models. I am an authorized factory repair center for TaoTao, Coleman, Roketa, Genuine Scooter Company, Yardsport, Yerfdog, Motovox, Monster Moto, Baja, Americann Landmaster, Lance, Ice Bear, Razor, Coolster and numerous other Chinese produced products. It's what 40 years of being in the industry yields.
Basically it's 90% experience and the gift that I had to be able to teach myself.