Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

( 4 )


Do you resonate in your market?

When it comes to creating and bringing new offerings to market, "tuned out" organizations get it wrong. They ignore the signals that reveal which problems buyers want solved and which solutions they will happily pay for. "Tuned in" organizations, on the other hand, take a radically different approach. They tap into the wider mind of the market and connect deeply to what their buyers value most, creating breakthrough offerings—called "resonators." ...

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Do you resonate in your market?

When it comes to creating and bringing new offerings to market, "tuned out" organizations get it wrong. They ignore the signals that reveal which problems buyers want solved and which solutions they will happily pay for. "Tuned in" organizations, on the other hand, take a radically different approach. They tap into the wider mind of the market and connect deeply to what their buyers value most, creating breakthrough offerings—called "resonators." These resonators offer value so immediately apparent that they seem to sell themselves.

Tuned In shows you six simple, yet powerful, steps to creating products, services, or ideas that resonate right out of the gate.

Uncover Opportunities Others Don't See

"When companies think they know what customers need, it invariably ends badly. Tuned In shows step by step how to create unique products and services in areas that established organizations fail to recognize."
—Rob McGovern, founder of CareerBuilder.com, and Chairman and CEO of Jobfox.com

Gain a Sustainable Competitive Edge

"This is a unique and fresh approach to how today's fortunes are made."
—Rick Page, author of the #1 sales bestseller Hope Is Not a Strategy

The Real Difference Maker

"The most important thing a CEO has to do is make sure his or her company is, and stays, tuned in. There are ongoing challenges with people, culture, strategy, and execution, but the real difference maker is consistently producing products and services the market loves."
—Steve Bennett, former CEO of Intuit Inc.

Build Deep Connections with Your Market

"Tuned In is a straightforward, commonsense approach to making connections with the marketplace. Authors Stull, Myers, and Scott have given us a great reminder of what so many established stars, and those on their way, already know: find out what your fans want, and find a way to give it to them."
—Jody Nachtigal, Personal Manager at Arcadia Group Management, and Co-President of Kissing Booth Music

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Editorial Reviews

Publishers Weekly

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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Product Details

  • ISBN-13: 9780470260364
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/27/2008
  • Edition number: 1
  • Pages: 224
  • Sales rank: 196,172
  • Product dimensions: 5.90 (w) x 9.10 (h) x 0.90 (d)

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.

Visit: www.tunedinbook.com.

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Table of Contents

Chapter 1. Why Didn't We Think Of That?

Products and Services That Resonate.

Tuned In – The Process And The Book.

Why Listen To Us?

The Realtor Who Resonates.

Getting Tuned In.

The Resonator.

The Tuned In Organization.

Is Tuned In For You?

What Led To Tuned In?

Chapter Summary.

Chapter 2. Tuned Out. . .And Just Guessing.

Eliminate The Struggle To Make Connections With Your Marketplace.

But We're The Experts!

The Dollar Nobody Wanted.

If We're Not Tuned In, What Are We?

Debunking The Myth That “Innovation Is Everything”.

Debunking The Myth That “Revenue Cures All”.

Debunking The Myth That “Customers Know Best”.

A Missionary Sell?

Are You Tuned In Or Tuned Out?

Resisting the Gravitational Force.

Is Your Refrigerator Running. . .Updated Virus Software?

Is It A Resonator?

Stop Guessing.

Chapter Summary.

Chapter 3. Get Tuned In.

How Do We Build, Market, And Sell What Our Market Will Buy?

Listening To Your Existing Customers Is Not Enough.

It's Not a Rental Car, It's a Zipcar.

How Zipcar Tuned In and Created a Resonator.

Step 1—Find Unresolved Problems.

Step 2—Understand Buyer Personas.

Step 3—Quantify The Impact.

Step 4—Create Breakthrough Experiences.

Step 5—Articulate Powerful Ideas.

Step 6—Establish Authentic Connections.

Launching Products And Services That Resonate.

Chapter Summary.

Chapter 4. Step 1: Find Unresolved Problems.

How Do We Know What Market And Product To Focus On?

Weren't They Just Lucky?

Looking For Problems.

Stated Needs and Silent Needs.

But Our Business Doesn't Solve Problems!

Show Me How You Write a Check.

Meeting With Buyers.

Look For Problems In Your Entire Market, Not Just Your Customer Base.



Potential Customers.

Why Not Have Salespeople Tell Us?

You (And Your Family) Are Not Your Buyer.

Other Ways To Find Unresolved Problems.

Creating Disneyland.

Chapter Summary.

Chapter 5. Step 2: Understand Buyer Personas.

How Do We Identify Who Will Buy Our Offering?

Same Product, Different Buyer Personas.

The Importance of Buyer Personas.

Picture-Perfect Weddings.

NASCAR Dads And Security Moms.

Grok Your Buyer Personas.

A Camera For Surfers.

Chapter Summary.

Chapter 6. Step 3: Quantify The Impact.

How Do We Know If We Have A Potential Winner?

Urgent, Pervasive, And Buyers Who Are Willing-To-Pay.

1. Is The Problem Urgent?

2. Is The Problem Pervasive?

3. Are People Willing To Pay To Solve The Problem?

First Urgent, Then Pervasive.

Whoever Has The Best Data Wins.

Tuned-In Impact-Continuum.

Solving Problems for Road Warriors.

How Much Should We Charge?

The Acid Test and Your Buyer Personas.

Developing a Tuned In Business Proposal.

Measure What Matters.

Tuned In. . . Without A Credit Card.

Chapter Summary.

Chapter 7. Step 4: Create Breakthrough Experiences.

How Do We Build A Competitive Advantage?

Experiences That Resonate.

Engineering A Breakthrough Experience.

Products and Services That Resonate.

Your Distinctive Competence.

The Ultimate Ice Cream Experience.

Chapter Summary.

Chapter 8. Step 5: Articulate Powerful Ideas.

How Do We Establish Memorable Concepts That Speak To The Problems Buyers Have?

Concepts That Resonate.

Find What's Most Compelling.

“The Elevator Speech Is Our Company's Compass”.

What's Your Powerful Idea?

These Guys Understand Me!

Danger! Vision and Mission Statements.

Resonate Like a Comedian.

Treat Every Patient Like The President.

Chapter Summary.

Chapter 9. Step 6: Establish Authentic Connections.

How Do We Tell Our Buyers That We've Solved Their Problems So They Buy From Us?

Authenticity Beats “Messages” Every Time.

The Authentic and Transparent Hospital.

Connecting With Your Buyers Directly.

High Flying Communications.

Your Buyers Turn First To The Web To Solve Problems.

Think Like A Publisher.

“You Must Unlearn What You Have Learned”.

What Do Donkeys Have To Do With Marketing?

Chapter Summary.

Chapter 10. Cultivate A Tuned In Culture.

How Do We Ensure Our Organization Is Tuned In?

Each Step Is Important.

Saying “NO”.

Sales and Distribution That Resonates.

Tuned In Employees.

Get Tuned In Right Now.

Top Ten Actions To Create a Tuned In Culture.

You Can Do It Too.

Chapter Summary.

Chapter 11. Unleash Your Resonator.

How Do We Become and Remain A Market Leader?

The Power Of Getting Tuned In.

The Tuned In Career.

The Tuned In Leader.

Get Tuned In Today.

Chapter Summary.




About The Authors.

About Pragmatic Marketing.

Next Steps.

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Customer Reviews

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Sort by: Showing 1 – 3 of 4 Customer Reviews
  • Posted May 9, 2009

    more from this reviewer

    I Also Recommend:

    Are You Tuned In?

    "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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted July 15, 2008

    Will make you re-think your processes ...

    ... 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!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 23, 2008

    Tuned In individuals

    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!

    Was this review helpful? Yes  No   Report this review
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