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Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs Hardcover – June 30, 2008
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- Print length224 pages
- LanguageEnglish
- PublisherWiley
- Publication dateJune 30, 2008
- Dimensions6 x 1 x 9.1 inches
- ISBN-10047026036X
- ISBN-13978-0470260364
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"...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)
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 people buy 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.
From the Back Cover
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 people buy 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.
About the Author
CRAIG STULL is founder and CEO of Pragmatic Marketing and author of the industry-standard Pragmatic Marketing Framework.
PHIL MYERS is President of Pragmatic Marketing. He has led three successful technology start-ups, managed two initial public offerings, and created seven hit products.
DAVID MEERMAN SCOTT is the author of The New Rules of Marketing and PR from Wiley, a frequent keynote speaker, and a seminar instructor for Pragmatic Marketing.
Visit: www.tunedinbook.com.
Product details
- Publisher : Wiley; 1st edition (June 30, 2008)
- Language : English
- Hardcover : 224 pages
- ISBN-10 : 047026036X
- ISBN-13 : 978-0470260364
- Item Weight : 14.3 ounces
- Dimensions : 6 x 1 x 9.1 inches
- Best Sellers Rank: #1,199,829 in Books (See Top 100 in Books)
- #125 in Product Management
- #3,386 in Sales & Selling (Books)
- #12,493 in Success Self-Help
- Customer Reviews:
About the authors
Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.
David Meerman Scott is an internationally acclaimed sales and marketing strategist whose high-energy presentations are a treat for the senses. That he’s spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations underscores the value he brings to audiences.
David’s books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. He is author or co-author of ten books - three are international bestsellers. The New Rules of Marketing & PR, now in its 5th edition, has been translated into 27 languages and is a modern business classic with over 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and his newest hit The New Rules of Sales & Service. He is co-author of Marketing the Moon (with Rich Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).
Check out my blog at www.WebInkNow.com
Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!
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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.
"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
Contents
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.
Top reviews from other countries

"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.

antonio susta
