"...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughsby Craig Stull, David Meerman Scott, Phil Myers
If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.
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)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Meet the Author
Craig Stull is founder and CEO of Pragmatic Marketing and author of the industry-standard Pragmatic Marketing Framework.
Phil Myers is President of Pragmatic Marketing. He has led three successful technology start-ups, managed two initial public offerings, and created seven hit products.
David Meerman Scott is the author of The New Rules of Marketing and PR from Wiley, a frequent keynote speaker, and a seminar instructor for Pragmatic Marketing.
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The iPod has been a monster hit since the day Apple introduced it to the marketplace in 2001. By 2004, the iPod owned 70% of the market for digital music players. Previous personal music players were difficult to program and use. Apple CEO Steve Jobs and his development team identified that problem, and they set out to solve it by using careful research and focusing on buyers' wants and needs. Now Apple rules the market. How can your firm emulate Apple's example? Marketing professionals Craig Stull, Phil Myers and David Meerman Scott detail the process market leaders use to establish breakthrough products. Although much of the advice is common knowledge, if not common sense, the book's eclectic mix of corporate case studies, such as stories from Apple and TheaterChurch.com, make this guide an entertaining read. getAbstract recommends this manual to industrial designers, marketing professionals and other innovators. To learn more about this book, go to the following Web page: http://www.getabstract.com/summary/11099/tuned-in.html
"Tuned In" describes the concept of resonators - products so in tune with the needs of the potential buyer that they sell themselves. The authors provide examples of resonators, how to go about about achieving resonator status for your product or service, and even provide an example process for accomplishing this. I found the concept of the resonator worthwhile and similar in scope to achieving "viral" status. My only caution is the area which focuses on process. The outlined process should be considered as a guideline or starting point and not a guarantee of success. Great read for those involved in product development or anyone who owns a business.
... and that's a good thing! As the book describes companies that are 'tuned out' you'll likely be nodding your head in agreement - or comparing their descriptions to the company you work at! whether you're a business owner, and employee, a musician, pastor or just an individual wanting to market yourself better, this book describes how you can best 'tune in' to the market. The tips are actually quite simple and are good common sense, but they often get overlooked. Like, for example, interviewing and talking with your potential customer base to make sure you have an idea that really resonates. a basic idea, but one that can save tons of time and money. This book's ideas are easy to implement for anyone from an individual to a start-up to a large corporation!
The expression `tuned in¿ has been around for a long time, but with the release of the new book Tuned In, its meaning will change forever. The book details the Tuned-In Process, a six-step method for creating a resonator, a breakthrough product or service that buyers immediately understand has value to them, and so perfectly solves their problems that it sells itself. Tuned In is rich with examples of how companies and individuals have followed specific, repeatable steps to understand their markets and create products and services that people want to buy. The authors illustrate how companies such as Starbucks, Zipcar and Apple got tuned in to their markets and have enjoyed huge success. They discuss how organizations such as NASCAR and Picture Perfect Weddings understand their customers. They show why products such as the Blackberry and GoPro camera meet specific needs of buyers. The most intriguing part of the book to me is the application of the Tuned-In Process to individuals. The book profiles a magician, a preacher, a real estate agent and a doctor, who were all tuned in to the specific needs of their customers. All four have enjoyed tremendous success in their chosen niche. The book really inspires anyone 'willing to follow the Six Steps' to get tuned in to and create their own resonator or even become the resonator themselves. We will no-doubt be hearing great things about Tuned In for years to come. I highly recommend it to your reading!