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.

Product Details

• Amazon Sales Rank: #505054 in Books
• Published on: 2008-07-11
• Original language: English
• Number of items: 1
• Dimensions: .84" h x 6.36" w x 9.28" l, .87 pounds
• Binding: Hardcover
• 224 pages

Features

• New
• Mint Condition
• Dispatch same day for order received before 12 noon
• Guaranteed packaging
• No quibbles returns

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)

“…it is hard to disagree with anything the authors say.”   Financial Times Thursday 4th September 2008

"...it has a lot of very relevant business examples...I highly recommend this book to anyone" (Journal of Innovation Management, July 2009)

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.

From the Back Cover
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