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

Interruption marketing (most mass media advertising) is becoming more expensive and reaching fewer people that care. And if you compound the problem by creating a product that you are trying to sell rather than creating one that is "Tuned In" to your market, you have compounded the problem.When creating a product or service, most businesses make these common mistakes: They assume that the company insiders know more than the buyers about what the buyers want/need. They based their market research on their current customer base - thus eliminating a much larger potnetial market share of potential customers. And they try to create a need - the tell their customers what to buy rather than providing what the customers want.To be successful in today's highly competitve marketplace, you need a breakthrough product that resonates with your customers so that they immediately understand the benefit to them and are eager to buy the product. This only happens if you are totally Tuned In to the customer's wants/needs."The Tuned In company constantly listens to, observes and understands the problems the buyers are willing to pay money to solve." for the most part, Tuned In companies ignore the competition - listening instead to the customers.Too many companies get caught up in their own egos. They think they know what the customer wants. Most innovation-driven companies listen only to themselves - they obsess about who will get credit for the next innovation or the most unique invention. And all too often the newest innovation does not solve a problem for the customer, so they simply do not care.If you are going to be successful, your product or service must resonate with your target market. And resonators are in the market - not in your head. A product or service that resonates with the market will sell itself. You do not need to push the product. Customers will seek out your product or service.One of the most powerful (but probably difficult concepts to come to grips with) statements is "Your opinion, although interesting, is irrelevant." The only thing that matters is the buyer's opinion.There are six steps to becoming a Tuned In company.Step one - Find unresolved problems.Step two - Understand the buyer persona. Who is the buyer, what are their problems, what moves them to take action.Step three - Quantify the impact. You must determine that the problem you are solving is urgent, pervasive and the buyer is willing to spend money to solve the problem.Step four - Create a breakthrough experience - the most successful companies understand that the customer buys a total experience - one that resonates.Step five - Articulate a powerful idea. Your message must focus on the problem it is solving and must be immediately understood by the buyer.Step six - Establish authentic Connections - you must understand and focus on the buyer. The buyer must feel like you really understand and care about them and their problems.It is no longer possible to push product by using mass advertising. Buyers are more concerned about their problems and getting them solved. They no longer wait for a solution to come to them. They are actively looking for solutions to their problems. If you are going to be successful, you must understand their problems and be Tuned In to the buyer.The book is well written and give plenty of examples of Tuned In companies such as: Zipcar, iPod, National Community Church and the new Dutch Boy paint containers.It is very important to understand that to be successful today that you must take a different approach than has worked in the past. Buyers have many more choices. Markets are fragmented. And interruption marketing no longer has the impact it once did. You cannot focus on your product. You must focus on the problems your product solves for the buyer.It is easy to believe that being Tuned In does not apply to your business. It is also very easy to fail. This is a very important concept and a very easy to understand gateway to what it takes to market successfully in a world that changed the way buyers respond.You don't have to get Tuned In, but if you don't the chances are very high you will be tuned out by your cusomters.

"If it's so easy to understand and it makes so much sense, why don't more companies get tuned it?""Tuned In" by Craif Stull, Phil Myers & David Meerman Scott is a book on how to create the "resonator", the product that sells itself. Or (quoted from the book);"The perfect solution to a specific problem""A product or service that people want to buy without being coerced""An offering that establishes a real and direct connection to what your market values most""An idea that people immediately understand has value to them, even if they have never heard of your company or its products and services"The book describes the six steps of creating the resonatorContentsChapter 1: Why Didn't We Think of That?Chapter 2: Tuned Out... and Just GuessingChapter 3: Get Tuned InChapter 4: Step 1: Find Unresolved ProblemsChapter 5: Step 2: Understand Buyer PersonasChapter 6: Step 3: Quantify the ImpactChapter 7: Step 4: Create Breakthrough ExperiencesChapter 8: Step 5: Articulate Powerful IdeasChapter 9: Step 6: Establish Authentic ConnectionsChapter 10: Cultivate a Tuned In CultureChapter 11: Unleash Your Resonator...Let's compare "Tuned In" to the ideal business book that is easy to understand, distinct, practical, credible, insightful, and provides great reading experience.Ease of Understanding: 9/10: This book is very structured and it's very hard to NOT understand. The concepts are not complicated. They are straight to the point with great examples all over the book.Distinction: 5/10: The concept of this book is another "customer-centric innovation". There are hundreds of this kind of book on the shelf already. However, the way the authors present the concept with clear and concise examples is refreshing. This concept of the book is identical to others: just better.Practicality: 8/10: The six steps (plus what should be done before and after the steps) are simple enough to follow no matter what industry you are in. The authors showed examples ranging from the ice-cream shop to the comedian to Apple to the presidential election! The various examples with simple yet solid steps will make you think that you can do it.Credibility: 8/10: The vivid examples, again, "resonate" well with the concepts and steps. You can't really deny the proven concept, customer-centric innovation. It's so simple that make you think "There's no reason I shouldn't believe this."Insight: 6/10: The real substance of the book is how it connects the concepts to examples. You will not find deep analysis or research in a particular subject. Moreover, this book tries hard not to bore you. Once the excitement in the topic fades, the authors move onto another topic.Reading Experience: 7/10: Reading "Tuned In" is enjoyable. You'll read the contents of the books about how to create a "resonator" and you'll think "Now..... How are you trying to convince me?" Craig Stull, Phil Myers, and David Meerman Scott will then give you simple explanations and excellent examples.Overall: 7.2/10: As I mentioned far too many times already that the examples of this book are excellent. The six steps to create the "resonator" are very easy to apply. If you are swimming in the ocean of books on innovation and could not find a good book that you can get your team or yourself rolling right away. This example-driven practical book on customer-centric innovation is tuned in for you.

Great book. Small, actionable chunks to easily digest. You won't regret the purchase.

This book is highly underestimated probably because has not been written by the famous dozen of professors or famous journalists but I found it estremely useful to bring marketing back to its essence: deliver products that meet customer's needs whether they are known or not. It gives a simple but effective 6 step plan that can be used by any kind of company and organization.There are hundred cases very useful for inspiration. A very good read if you are stuck in the process of creating new products. Very interesting the concept of Tuned-in and Tuned-out companies and the human organizational dynamics that are blocking companiesantonio susta

Ich hatte bereits mit Begeisterung "The New Rules of Marketing and PR" von David Meerman Scott gelesen und bin darüber zu "Tuned In" gelangt, an dem der Autor ebenfalls beteiligt ist. Und ich wurde wieder nicht enttäuscht."Tuned In" behandelt die Kernfrage --> Löst ihr gegenwärtiges oder zukünftiges Produkt oder ihre Dienstleistung dringende Probleme ihrer Käufer? Und hören sie auf die tatsächlichen Bedürfnisse ihrer Käufer oder ist ihr Produkt vielleicht auch an einem Konferenztisch entstanden, wo lediglich nur gemutmaßt wurde, was der Käufer brauchen könnte?"Tuned In" ist eine sehr innovative und frisch zu lesende Lektüre, die sich in einem Stufenmodell mit den Anforderungen an erfolgreiche Produkte oder Dienstleistungen auseinandersetzt. Man erhält eine riesige Menge an Tipps, Ideen und Hinweise und natürlich auch unzählige Praxisbeispiele erfolgreicher und erfolglose Marketing-Strategien.Das Geld für dieses Buch ist gut investiert. Ein Muss, wenn sie das Thema interessiert. 6 Sterne von mir.