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

~ (Author), Phil Myers (Author), David Meerman Scott (Author)
Key Phrases: find unresolved problems, create breakthrough experiences, security moms, Tuned In Process, Bill Me Later, Just Guessing (more...)

Editorial Reviews

From Publishers Weekly

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)
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Review

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)

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Product Details

• Hardcover: 224 pages
• Publisher: Wiley (June 30, 2008)
• Language: English
• ISBN-10: 047026036X
• ISBN-13: 978-0470260364
• Product Dimensions: 9.2 x 6.3 x 0.9 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (27 customer reviews)
• Amazon.com Sales Rank: #45,783 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

23 of 25 people found the following review helpful:

3.0 out of 5 stars 3 stars for the content, 5 stars for the examples; 3.5 stars altogether , July 15, 2008

By	Jean-Claude Balland (Beaverton, OR United States) - See all my reviews (REAL NAME)

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.

17 of 18 people found the following review helpful:

5.0 out of 5 stars The return of common sense marketing, June 20, 2008

By	Brad Shorr "Word Sell, Inc." (Geneva, IL USA) - See all my reviews (TOP 1000 REVIEWER)    (REAL NAME)

Why did the Apple Newton flop and the iPod rock? How did a struggling magician transform himself into a success with a three-word tagline? How did a car rental startup grab an entire market segment that was just sitting there for the big guys to gobble up? Answer: it was all a matter of tuning in.

It stands to reason if an organization wants to develop products and services that resonate with people, the first step is to ask people what they want. Simple as it sounds, authors Stull, Myers, and Scott, each of whom has extensive experience working with large firms and non-profits, observe that many of them simply don't do it. Those that do often lack the right processes to gather and act upon the information they receive. As a result, they roll out products and services that fall absolutely flat, squandering their resources and completely missing golden opportunities.

The authors contend the solution is to tune in. Instead of selecting new product initiatives in ivory tower executive suites and developing them in the lab, get to the grass roots. Talk to actual people, uncover their most urgent needs, and craft solutions. This strikes me as an incredibly sensible approach; perhaps that is why big companies are apt to overlook it.

The book focuses on the why and how of tuning in, with emphasis on the how. The authors lay out a 6-step process for tuning in, very detailed yet written in plain English every reader will understand -

1. Find unresolved problems
2. Understand buyer personas
3. Quantify the impact
4. Create breakthrough experiences
5. Articulate powerful ideas
6. Establish authentic connections

Even though it is simple and straightforward, the tuning in process, like any other, has its share of pitfalls, problems, and subtleties. Here's where the authors' impressive consulting and training experience really distinguishes this book from others I've read on similar topics. These men are able to identify the hazards organizations will encounter in the trenches, and explain - largely through the use of real life case studies and their own war stories - how to handle (and not handle) them.

I like the emphasis on real life stories. They give the whole book the flavor of authenticity books like this need. The procession of examples is what makes tuning in seem implementable, rather than being just another cool-sounding new marketing theory.

Any organizational leader, marketing specialist, or sales executive will profit from, and probably be challenged by, "Tuned In", since tuning in involves jettisoning conventional wisdom (for instance, making new product decisions based strictly on what current customers say), and engaging in new forms of communication such as blogs and social networking communities. Still, this is one of those books you're better off reading sooner rather than later. As more and more companies start tuning in, those that don't are going to start looking worse and worse in the marketplace.

19 of 21 people found the following review helpful:

5.0 out of 5 stars The power of paying attention, June 26, 2008

By	Julie Neal "The Complete Walt Disney World" (Sanibel Island, Fla.) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

What a thoughtful and helpful book! It explores the concept of creating a product or service that resonates with buyers; that, in essence, sells itself. By getting closer to your customers you'll be able to know what they want, and then offer it to them. By paying attention, you'll be successful.

The authors use real-life examples throughout the book to explain the six-step Tuning In process. This helps turn vague-sounding theory into something you can actually use. For example, Step 2 in the Tuning In process is "Understand Buyer Personas." This involves breaking buyers into distinct groups, and finding out, in detail, the things that are important for each group. The authors used the 2004 presidential election as an example. Operatives for the two candidates divided voters into groups such as NASCAR Dads and Security Moms, and targeted their individual campaign messages directly to each group. This was much more effective than using a scatter-shop approach to broadcast a generic message to anyone and everyone.

One idea that makes sense to me is the idea of creating an "elevator speech" for your product or service. It's the short answer you'd give if someone asked what your product is in an elevator, and you had to answer before the ride is over. Since you only have time to say about 25 words, they should be the distillation of your product from the buyer's point of view. There is no time for, as the book puts it, "egocentric corporate gobbledygook."

I found quite a few ideas of this caliber I'll put into use. For any businessperson, the book is well worth buying.

Here's the chapter list:

1. Why Didn't We Think of That?
2. Tuned Out... and Just Guessing
3. Get Tuned In
4. Step 1: Find Unresolved Problems
5. Step 2: Understand Buyer Personas
6. Step 3: Quantify the Impact
7. Step 4: Create Breakthrough Experiences
8. Step 5: Articulate Powerful Ideas
9. Step 6: Establish Authentic Connections
10. Cultivate a Tuned In Culture
11. Unleash Your Resonator