start with: w = &.v + u
you can get this from plain vector addition of the the parallel (&.v) and orthogonal (u) components of w. or the "triangle rule" if you prefer.
then multiply both sides by v, for no good reason other than to get the result: w.v = &.v.v + u.v
now the u.v = 0 part comes into play - you can substitute u.v in the previous equation with zero, giving you w.v = &.v.v as advertised. As it says in the textbook, u.v = 0 because u and v are defined as being orthogonal and the dot product of two orthogonal vectors is zero.