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Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs Hardcover – 11 Jul 2008

3.0 out of 5 stars 1 customer review

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Product details

  • Hardcover: 224 pages
  • Publisher: John Wiley & Sons; 1 edition (11 July 2008)
  • Language: English
  • ISBN-10: 047026036X
  • ISBN-13: 978-0470260364
  • Product Dimensions: 16 x 2.5 x 23.6 cm
  • Average Customer Review: 3.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: 334,637 in Books (See Top 100 in Books)
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Product description


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

" 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.

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on 16 July 2011
Format: Hardcover
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Most helpful customer reviews on 4.5 out of 5 stars 41 reviews
One person found this helpful.
5.0 out of 5 starsGreat book evangelizing a Market-Driven Approach
on 26 October 2015 - Published on
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One person found this helpful.
4.0 out of 5 starsGood examples on why do you need to use "Outside-In" approach
on 23 September 2012 - Published on
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5.0 out of 5 starsA must read for all PRODUCT MANAGEMENT professionals
on 9 January 2012 - Published on
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2 people found this helpful.
4.0 out of 5 stars7.2/10 example-driven practical book on customer-centric innovation
on 21 November 2008 - Published on
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5.0 out of 5 starsClear and simple
on 26 June 2017 - Published on
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