Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
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.
3 stars for the content, 5 stars for the examples; 3.5 stars altogether
By Jean-Claude Balland - July 15, 2008
Remove the examples from the book, and you have for the most part a collection of already known high level concepts without much depth. Granted, marketing does not have to be complicated and it should not be, but creating innovative products requires more than concepts. For example, the first step in the authors' Tuned-in "process" is "Find unresolved problems". OK, good point, but I knew that and you probably did know that too! How do I do it? The authors's advice: "ask the customers"! But I knew that too. Tell me more. "Ask your non-customers". Wow,I would never have thought of that. Tell me more. "Go to trade shows" say the authors. I knew that too. Tell me more. "Ask open questions", "Keep an open mind", etc. say the authors. At the end of this chapter and of most chapters, I fell frustrated of not learning approaches or tips I have not heard about before and of not learning more how to do it.
At the end of Chapter 4, I was going to drop the book, but the... read more
The return of common sense marketing
By Brad Shorr "Brad Shorr" - June 20, 2008
Why did the Apple Newton flop and the iPod rock? How did a struggling magician transform himself into a success with a three-word tagline? How did a car rental startup grab an entire market segment that was just sitting there for the big guys to gobble up? Answer: it was all a matter of tuning in.
It stands to reason if an organization wants to develop products and services that resonate with people, the first step is to ask people what they want. Simple as it sounds, authors Stull, Myers, and Scott, each of whom has extensive experience working with large firms and non-profits, observe that many of them simply don't do it. Those that do often lack the right processes to gather and act upon the information they receive. As a result, they roll out products and services that fall absolutely flat, squandering their resources and completely missing golden opportunities.
The authors contend the solution is to tune in. Instead of selecting new product initiatives in... read more
By F. Stanton Sipes - June 22, 2008
Whether starting a business, attempting to grow an existing corporation, or leading a product management division, the most vital question that must be answered is whether your product or service is solving a problem or providing something so unique that is important enough that people will pay for it.
The authors of Tuned In give us encouragement that we can not only return our culture to one that is truly "Tuned In" to our customers, but they also give us a blueprint to sustain that focus. Most companies start with a great idea that comes from an entrepreneur that is listening intently to the marketplace, and creates a company around a solution or product. If they are lucky, those companies grow and prosper around that ability to solve the market's problem or fill a need. More often, though, the market changes, and if we dont change with our customers needs, we will be left to guessing what those customers need, and we will spend enormous amounts of money in... read more
The impolite truth nobody mentions in college commencement speeches: "Many of you have just spent four years and a small fortune studying something you will never use, and, if you do, you won't like ...
The case of James Somerset, an escaped slave, in June of 1772 in London's Westminster Hall was a decisive turning point in human history. Steven Wise has uncovered fascinating new revelations in this ...
Most of us rally around the glory of the Allies' victory over the Nazis in World War II. The story is often told of how the good fight was won by an astonishing array of manpower and stunning tactics ...
Build on that bright idea with a solid business plan. A business plan is invaluable for both new businesses and existing small companies. It helps entrepreneurs analyze their business and the market ...
The only guide of its kind!. Undergraduate college students working toward business degrees, MBA. graduate students, and first year law students have one thing in common:. they need to take courses ...