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

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9780470260364: Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
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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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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 signalsthat reveal which problems buyers want solved and which solutionsthey will happily pay for. "Tuned in" organizations, on the otherhand, take a radically different approach. They tap into the widermind of the market and connect deeply to what their buyers valuemost, creating breakthrough offerings—called "resonators."These resonators offer value so immediately apparent that they seemto sell themselves.

Tuned In shows you six simple, yet powerful, steps tocreating products, services, or ideas that resonate right out ofthe gate.

Uncover Opportunities Others Don't See

"When companies think they know what customers need, itinvariably ends badly. Tuned In shows step by step how tocreate unique products and services in areas that establishedorganizations fail to recognize."
—Rob McGovern, founder of CareerBuilder.com, and Chairman andCEO of Jobfox.com

Gain a Sustainable Competitive Edge

"This is a unique and fresh approach to how today's fortunes aremade."
—Rick Page, author of the #1 sales bestseller Hope Is Not aStrategy

The Real Difference Maker

"The most important thing a CEO has to do is make sure his orher company is, and stays, tuned in. There are ongoing challengeswith people, culture, strategy, and execution, but the realdifference maker is consistently producing products and servicesthe market loves."
—Steve Bennett, former CEO of Intuit Inc.

Build Deep Connections with Your Market

"Tuned In is a straightforward, commonsense approach tomaking connections with the marketplace. Authors Stull, Myers, andScott have given us a great reminder of what so many establishedstars, and those on their way, already know: find out what yourfans want, and find a way to give it to them."
—Jody Nachtigal, Personal Manager at Arcadia GroupManagement, and Co-President of Kissing Booth Music

From the Inside Flap:

Product and service sensations like the iPod, Starbucks, andFedEx 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 whatpeople need and start spending their time building real and deepconnections to what their buyers value most.

A proven strategy for dominating markets developed over fifteenyears, Tuned In reveals the secrets that separate market leadersfrom followers and failures. It shows you how to stop wasting timeand money trying to be innovative and startcreating"resonators"— great products or services thatpeoplebuy because they solve the problems they have and make theirlives better.

Using a simple six-step process, Tuned In teaches you how todiscover real and meaningful insights into any market. You'll learnhow to identify unresolved problems, understand what buyers reallywant, create breakthrough experiences, and establish strong,sustainable connections to your market. Through dozens of real-lifeexamples across a wide variety of industries, you'll learn howleaders create products and services that resonate—and thetraps many others fall into when they don't.

Anyone can use Tuned In to replicate the model for success. Itworks for well-known companies like Ford, Apple, and GE, as well asthose not-so-famous companies like GoPro and Zipcar. It works forrealtors, doctors, ministers, and even rock stars. Tuned In teachesyou how to transform your everyday activities into those thatcreate the kind of culture that builds market leaders.

If you want to win in today's marketplace, stop pushing productsyour buyers don't want with expensive, meaningless advertising.Instead, read Tuned In and discover how to connect to what peoplereally want, and—most importantly—how you can become anorganization they trust.

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