Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs Hardcover – 11 Jul 2008
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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.See all Product description
Top customer reviews
Most helpful customer reviews on Amazon.com
I especially liked few chapters about Distinctive Competence, Buyer persona, Acid test - the book gives a good clue on these topics.
This book generally encourages you to listen to your buyer and the market and with those great examples shows you why this is such important thing. On the other hand it says very little on how to accomplish this (this is left to seminars and trainings I guess). Therefore I give 4 out of 5 stars.
Totaling, this is one of those books that make me look at some stuff in my life differently: things like TV ad and board advertisement on the street, customer service, products and services around, questions I am being asked when I seek for solutions.
I recommend this to entrepreneurs and managers who are in charge of building a product strategy.
This books mentions clearly how one should listen to the customers on what the market demands instead of being in your own magical world of technology. It also shows clearly how the senior management executives are totally disconnected or tuned-out with what the market demands. One of the core reason why they believe it that way is that they often hear about only a blocking or a competitive big deal.
I would not really take the iPod example as the most tuned-in sample as I consider the iPod was more of cool product which was built on innovation by Steve Jobs and not precise to the customer looking. Most of the other examples are pretty great across various verticals. I would have loved to see examples from 3M, Microsoft, Hewlett-Packard and also some field surveys along with financial results to back up some of the examples. Also it would have been nice to create a detailed questionnaire to be asked within every company to know how tuned-out companies they are. (The generic question on page 27 is good).
"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 resonator
Chapter 1: Why Didn't We Think of That?
Chapter 2: Tuned Out... and Just Guessing
Chapter 3: Get Tuned In
Chapter 4: Step 1: Find Unresolved Problems
Chapter 5: Step 2: Understand Buyer Personas
Chapter 6: Step 3: Quantify the Impact
Chapter 7: Step 4: Create Breakthrough Experiences
Chapter 8: Step 5: Articulate Powerful Ideas
Chapter 9: Step 6: Establish Authentic Connections
Chapter 10: Cultivate a Tuned In Culture
Chapter 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.
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