Tuned In

by David Meerman Scott, Craig Stull, Phil Myers

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 047026036X
• ISBN13: 9780470260364
• Release Date: June 2008
• Publisher: Wiley
• Length: 224 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.8" x 6.4" x 9.3"

Customer Reviews

Excellent introduction/summary for Pragmatic Marketing Principles

I've been through the seminars on Practical Product Management delivered through the authors' firm (Pragmatic Marketing). As a CTO it was an eye-opener to see an approach to Product Management that meshed with the concepts of Agile Development in the software field. The two disciplines work well together to create software products that resonate with customers. This book is not so much breaking new ground, but distilling years of learning into a simple introductory form for folks who might be interested in moving from an inside-out/command-and-control view of the market. It makes a strong empirical business case for doing things differently. Highly recommended if you're starting a business, launching a new business unit or product line, or simple want to spark growth in existing efforts. You might even learn which existing efforts are not tuned-in and pull back on their funding so you can invest in products and services that the market wants.

The power of paying attention

What a thoughtful and helpful book! It explores the concept of creating a product or service that resonates with buyers; that, in essence, sells itself. By getting closer to your customers you'll be able to know what they want, and then offer it to them. By paying attention, you'll be successful. The authors use real-life examples throughout the book to explain the six-step Tuning In process. This helps turn vague-sounding theory into something you can actually use. For example, Step 2 in the Tuning In process is "Understand Buyer Personas." This involves breaking buyers into distinct groups, and finding out, in detail, the things that are important for each group. The authors used the 2004 presidential election as an example. Operatives for the two candidates divided voters into groups such as NASCAR Dads and Security Moms, and targeted their individual campaign messages directly to each group. This was much more effective than using a scatter-shop approach to broadcast a generic message to anyone and everyone. One idea that makes sense to me is the idea of creating an "elevator speech" for your product or service. It's the short answer you'd give if someone asked what your product is in an elevator, and you had to answer before the ride is over. Since you only have time to say about 25 words, they should be the distillation of your product from the buyer's point of view. There is no time for, as the book puts it, "egocentric corporate gobbledygook." I found quite a few ideas of this caliber I'll put into use. For any businessperson, the book is well worth buying. Here's the chapter list: 1. Why Didn't We Think of That? 2. Tuned Out... and Just Guessing 3. Get Tuned In 4. Step 1: Find Unresolved Problems 5. Step 2: Understand Buyer Personas 6. Step 3: Quantify the Impact 7. Step 4: Create Breakthrough Experiences 8. Step 5: Articulate Powerful Ideas 9. Step 6: Establish Authentic Connections 10. Cultivate a Tuned In Culture 11. Unleash Your Resonator

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!

Tuned In

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 advertising trying to convince our market that they need our product. This book brings us face to face with that reality, provides a process to begin to move back in line with our market, and gives we as business leaders a renewed focus on that aspect of our culture. Solving a problem or providing a product that our customers want is our sole reason for being, is it not? Tuned In will take it's place as one of the great books that brings us back to the basics in business, and it will be a must read for any entrepreneur, business leader or marketing exec for years to come.

The return of common sense marketing

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 ivory tower executive suites and developing them in the lab, get to the grass roots. Talk to actual people, uncover their most urgent needs, and craft solutions. This strikes me as an incredibly sensible approach; perhaps that is why big companies are apt to overlook it. The book focuses on the why and how of tuning in, with emphasis on the how. The authors lay out a 6-step process for tuning in, very detailed yet written in plain English every reader will understand - 1. Find unresolved problems 2. Understand buyer personas 3. Quantify the impact 4. Create breakthrough experiences 5. Articulate powerful ideas 6. Establish authentic connections Even though it is simple and straightforward, the tuning in process, like any other, has its share of pitfalls, problems, and subtleties. Here's where the authors' impressive consulting and training experience really distinguishes this book from others I've read on similar topics. These men are able to identify the hazards organizations will encounter in the trenches, and explain - largely through the use of real life case studies and their own war stories - how to handle (and not handle) them. I like the emphasis on real life stories. They give the whole book the flavor of authenticity books like this need. The procession of examples is what makes tuning in seem implementable, rather than being just another cool-sounding new marketing theory. Any organizational leader, marketing specialist, or sales executive will profit from, and probably be challenged by, "Tuned In", since tuning in involves jettisoning conventional wisdom (for instance, making new product decisions based strictly on what current customers say), and engaging in new forms of communication such as blogs and social networking communities. Still, this is one of those books you're better off reading sooner rather than later. As more and more companies start tuning in, those that don't are going to start looking worse and worse in the marketplace.