Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
by Craig Stull
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List Price: $27.95
Our Price: $13.95
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Manufacturer: Wiley
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Average Customer Rating: 
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Binding: Hardcover
Dewey Decimal Number: 658.409
EAN: 9780470260364
ISBN: 047026036X
Label: Wiley
Number Of Items: 1
Number Of Pages: 224
Publication Date: 2008-06-30
Publisher: Wiley
Studio: Wiley
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Spotlight customer reviews:
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Customer Rating:
Summary: A Book for Every Marketer
Comment: This book is a must read for all entrepreneurs and their marketing department. If you're lucky enough to read this book before developing your business plan, you're going to benefit greatly. This book really helped our team dig at how we were developing and marketing our application and our business.
The examples of the book are unique and interesting, supporting the entire premise. Perhaps the best feature of the book is that it can easily be used as a checklist for your company, your product or your service. This book must be purchased by you and must be read by your staff.
Customer Rating:
Summary: It's all about "connections"
Comment: This straight-talking book is a great addition to any entrepreneur's bookshelf. When positioning a company or a product - or a candidate for public office, there are several rules to follow, among them: Who is your customer? What is important to your customer? And how does your service or product meet the "perceived" needs of your customer? The key words are "perceived needs." You must know what your customer is buying and why, and what they want to buy. You also need to know what they are not buying - and why. It's all about establishing authentic connections, or as Myers, Stull and Scott say, how we tell our buyer that we've solved their problems - so that they listen to what we have to say, buy our products or services, or vote for us. (The reviewer is author of two books:Personal Publicity Planner: A Guide to Marketing YOU and Top Cops: Profiles of Women in Command.)
Customer Rating:
Summary: Excellent introduction/summary for Pragmatic Marketing Principles
Comment: 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.
Customer Rating: 
Summary: 3 stars for the content, 5 stars for the examples; 3.5 stars altogether
Comment: 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 examples kept me going. There are at least 50 examples of Tuned-in companies from Disneyland to the Maganavox remote control that locates itself to the ubiquitous iPod. These examples are interesting by themselves. They are spread through the book to illustrate each step and to validate the entire tuned-in "process".
I keep putting process in between quotes because what the authors present is not really a process. It is more a framework. In addition, it seems that not one of the examples was actually the result of applying the authors' framework under their guidance. So the whole edifice is an after-the-fact analysis of successful innovations that serves to justify the author's framework. I would have liked to see at least one example of a product that the authors actually helped develop.
The book itself is an example of the framework the authors propose, and in particular of "Step 5: Articulate Powerful Ideas". This chapter develops the idea of establishing "memorable concepts that speak to the problems the customers have". The authors here eat their own dog food, and it is clear that they spent time thinking about how they should name that book and what memorable concepts they should articulate it in. "Tuned-in" is a sgood and simple concept that is repeated over and over throughout the book so that it sticks in your mind. There is an other one that is used over and over; it is "resonators" to designate successful products that resonate with customers.
In summary, the value of this book is probably in this Chapter 5. At least it is for me. We typically underestimate that the least number of words a concept can be described in, the more powerful it is. "Tuned in" is a useful concept to keep in mind to designate that idea that we need to be "tuned in" to the market and the customer. But you will need many other books and workshops to know how to do it. But, that's what the authors' core business is: delivering seminars! No doubt that they will have demand.
Customer Rating:
Summary: Tuned In
Comment: I read this book at just the right time - I was in the crucial "needing to test my product on real people" (but not really wanting to) phase, and this book made me buckle down and focus on how important it was to talk with, poll, and listen to your potential customers. i.e. being "tuned in."
The process outlined in the book is somewhat simple, and is likely stuff we've all heard before, but it's presented in a way that makes you realize exactly how important it is to really tune into your customer base - whether you have a company, are a musician, pastor, leader, or just want to market yourself better!
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Editorial Reviews:
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Customer Rating:
Summary: A Book for Every Marketer
Comment: This book is a must read for all entrepreneurs and their marketing department. If you're lucky enough to read this book before developing your business plan, you're going to benefit greatly. This book really helped our team dig at how we were developing and marketing our application and our business.
The examples of the book are unique and interesting, supporting the entire premise. Perhaps the best feature of the book is that it can easily be used as a checklist for your company, your product or your service. This book must be purchased by you and must be read by your staff.
Customer Rating:
Summary: It's all about "connections"
Comment: This straight-talking book is a great addition to any entrepreneur's bookshelf. When positioning a company or a product - or a candidate for public office, there are several rules to follow, among them: Who is your customer? What is important to your customer? And how does your service or product meet the "perceived" needs of your customer? The key words are "perceived needs." You must know what your customer is buying and why, and what they want to buy. You also need to know what they are not buying - and why. It's all about establishing authentic connections, or as Myers, Stull and Scott say, how we tell our buyer that we've solved their problems - so that they listen to what we have to say, buy our products or services, or vote for us. (The reviewer is author of two books:Personal Publicity Planner: A Guide to Marketing YOU and Top Cops: Profiles of Women in Command.)
Customer Rating:
Summary: Excellent introduction/summary for Pragmatic Marketing Principles
Comment: 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.
Customer Rating:
Summary: 3 stars for the content, 5 stars for the examples; 3.5 stars altogether
Comment: 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 examples kept me going. There are at least 50 examples of Tuned-in companies from Disneyland to the Maganavox remote control that locates itself to the ubiquitous iPod. These examples are interesting by themselves. They are spread through the book to illustrate each step and to validate the entire tuned-in "process".
I keep putting process in between quotes because what the authors present is not really a process. It is more a framework. In addition, it seems that not one of the examples was actually the result of applying the authors' framework under their guidance. So the whole edifice is an after-the-fact analysis of successful innovations that serves to justify the author's framework. I would have liked to see at least one example of a product that the authors actually helped develop.
The book itself is an example of the framework the authors propose, and in particular of "Step 5: Articulate Powerful Ideas". This chapter develops the idea of establishing "memorable concepts that speak to the problems the customers have". The authors here eat their own dog food, and it is clear that they spent time thinking about how they should name that book and what memorable concepts they should articulate it in. "Tuned-in" is a sgood and simple concept that is repeated over and over throughout the book so that it sticks in your mind. There is an other one that is used over and over; it is "resonators" to designate successful products that resonate with customers.
In summary, the value of this book is probably in this Chapter 5. At least it is for me. We typically underestimate that the least number of words a concept can be described in, the more powerful it is. "Tuned in" is a useful concept to keep in mind to designate that idea that we need to be "tuned in" to the market and the customer. But you will need many other books and workshops to know how to do it. But, that's what the authors' core business is: delivering seminars! No doubt that they will have demand.
Customer Rating:
Summary: Tuned In
Comment: I read this book at just the right time - I was in the crucial "needing to test my product on real people" (but not really wanting to) phase, and this book made me buckle down and focus on how important it was to talk with, poll, and listen to your potential customers. i.e. being "tuned in."
The process outlined in the book is somewhat simple, and is likely stuff we've all heard before, but it's presented in a way that makes you realize exactly how important it is to really tune into your customer base - whether you have a company, are a musician, pastor, leader, or just want to market yourself better!
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.
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