Tuned In
Home > Business and Economics > Business and Management > Business strategy > Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

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


     0     
5
4
3
2
1



International Edition


X
About the Book

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.

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. Customers. Evaluators 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. Notes. Acknowledgments. Index. About The Authors. About Pragmatic Marketing. Next Steps.

About 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.

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)   "...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)


Best Sellers


Product Details
  • ISBN-13: 9780470260364
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 231 mm
  • No of Pages: 224
  • Returnable: N
  • Sub Title: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
  • Width: 152 mm
  • ISBN-10: 047026036X
  • Publisher Date: 11 Jul 2008
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 25 mm
  • Weight: 454 gr


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
John Wiley & Sons Inc -
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

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

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!