Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
By Craig Stull, Phil Myers, David Meerman Scott
Product Description
Tuned In argues that the key to business success lies in understanding and connecting with what consumers and markets want most. Being tuned in to the needs of buyers, whether those needs are expressed outwardly or not, is the ultimate secret to creating and marketing products and services that people want to buy. For anyone who markets a product, service, or ideas in any business, industry, or organization, Tuned In delivers a simple six-step process for discovering real and deep insights into any market: finding unsolved problems, understanding buyer personas, quantifying impact, creating breakthrough experiences, articulating powerful ideas, and establishing sustainable connections. Tuned In shows readers how to stop guessing what consumers need and stop wasting time and money building, marketing, and selling solutions that the market doesn’t value. This insightful book shows readers how to connect with their market in order to create products and services that truly resonate with people.
Product Details
- Amazon Sales Rank: #515 in Books
- Published on: 2008-06-30
- Number of items: 1
- Binding: Hardcover
- 224 pages
Editorial Reviews
Review
This well-reasoned and useful guide argues that successful innovators can develop products that “resonate” by connecting deeply with consumers. This simple idea is delivered in a conversational tone and illustrated in well-structured chapters laying out a six-step “Tuned in Process” and examples that span borders and industries. From anecdotes about countryside hotels that sprouted up to provide respite for Japanese salarymen to Nalgene plastic bottles, which escaped the laboratory to achieve cult status and ultimately mass market consumer appeal, fascinating case studies abound. However, as appealing as the concept and the many examples are, the enthusiastic presentation begins to grate; the repeated invocation of the “Tuned in Process” may tire readers looking for more subtlety and fewer sound bites. Still, there is sufficient fodder for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for. (June) (Publishers Weekly, April 7, 2008)
From the Inside Flap
Product and service sensations like the iPod, Starbucks, and FedEx were seemingly successful overnight. But it wasn’t luck, creativity, or clever marketing that led to their breakthroughs. Anyone can create hits that resonate if they stop guessing what people need and start spending their time building real and deep connections to what their buyers value most.
A proven strategy for dominating markets developed over fifteen years, Tuned In reveals the secrets that separate market leaders from followers and failures. It shows you how to stop wasting time and money trying to be innovative and start creating”resonators”— great products or services that peoplebuy because they solve the problems they have and make their lives better.
Using a simple six-step process, Tuned In teaches you how to discover real and meaningful insights into any market. You’ll learn how to identify unresolved problems, understand what buyers really want, create breakthrough experiences, and establish strong, sustainable connections to your market. Through dozens of real-life examples across a wide variety of industries, you’ll learn how leaders create products and services that resonate—and the traps many others fall into when they don’t.
Anyone can use Tuned In to replicate the model for success. It works for well-known companies like Ford, Apple, and GE, as well as those not-so-famous companies like GoPro and Zipcar. It works for realtors, doctors, ministers, and even rock stars. Tuned In teaches you how to transform your everyday activities into those that create the kind of culture that builds market leaders.
If you want to win in today’s marketplace, stop pushing products your buyers don’t want with expensive, meaningless advertising. Instead, read Tuned In and discover how to connect to what people really want, and—most importantly—how you can become an organization they trust.
Customer Reviews
A Marketing Book That’s Not Just For Marketers
I’m not a marketing expert; I work with marketing, HR and IT departments, all of whom face the challenges of trying to persuade others in the company to a) trust them, b) adopt their recommendations, or c) consider a new approach, technology or big idea… in other words, internal marketing. Often, they describe this as an uphill battle or hitting a brick wall. Either way, this book lays out both a philosophy and a road map that could help. Lots of good examples – of large and small, well known and unknown companies.
How would I describe Tuned In? Clear. Uncluttered. Colloquial. Compelling.
Simple Yet Powerful Advice
I would call this book “elegantly simple”. There’s nothing particularly astonishing about the message, but when you think about it, it’s powerful. I immediately started considering about how to revise my web site to deliver a more useful customer message.
There are many good examples. The Zip Car case study is especially strong, showcasing how innovative executives identified an opportunity that the auto rental giants missed because they were too stuck on incremental improvements. Other good examples include Millionaires’ Magician, Bill Me Later and Cincom.
This book will force you to think about the value you’re providing to your market and to question your assumptions. Those are good things.
Great, practical advice for entrepreneurs
I have been working in and around startups most of my professional life.
This book provides some great practical advice on how to create the *right* product that will resonate in the market.
The style is easy to read without being overly simplified so as to be useless (which seems to be the case in many popular business books).
I’ve read parts of the book several times now as these issues continue to crop-up.
arpijikii
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