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Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs Hardcover – June 30, 2008
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"...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)
Top Customer Reviews
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.Read more ›
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.Read more ›
The authors of Tuned In give us encouragement that we can not only return our culture to one that is truly "Tuned In" to our customers, but they also give us a blueprint to sustain that focus. Most companies start with a great idea that comes from an entrepreneur that is listening intently to the marketplace, and creates a company around a solution or product. If they are lucky, those companies grow and prosper around that ability to solve the market's problem or fill a need. More often, though, the market changes, and if we dont change with our customers needs, we will be left to guessing what those customers need, and we will spend enormous amounts of money in advertising trying to convince our market that they need our product.
This book brings us face to face with that reality, provides a process to begin to move back in line with our market, and gives we as business leaders a renewed focus on that aspect of our culture. Solving a problem or providing a product that our customers want is our sole reason for being, is it not? Tuned In will take it's place as one of the great books that brings us back to the basics in business, and it will be a must read for any entrepreneur, business leader or marketing exec for years to come.
Most Recent Customer Reviews
Interesting view to look at how to apply market-in approach to develop a product and service that really sell itself. Good examples provided.Published 1 day ago by Amazon Customer
I'd recommend this book for anyone. This would be a great start for someone entering the workforce to read and understand who's important. Great read!Published 2 months ago by Amazon Customer
This is one of my go-to books to help executives understand the value of being market driven. With the core concepts from Pragmatic Marketing, shared in an easy to read way, and... Read morePublished 9 months ago by G. Hunter
A quick read - like a textbook complete with chapter summaries. A common sense approach that can be applied to just about any product or business model. Read morePublished 15 months ago by Mark Stephen Reiser
Great book. Must read for anyone involved in product management.Published 18 months ago by Michael Bloom
I enjoyed reading this book mostly due to interesting examples. Business stories about Disneyland, Nalgene bottles, BlackBerry, Apple (although I'd argue on this one), fascinating... Read morePublished on September 23, 2012 by Andrew Yaroshevsky
If you use the highlighting feature to track key passages while reading, unfortunately you will need to buy the hardcopy. Read morePublished on April 5, 2012 by tbaldwin
This is a pretty simple and quick read book even during your vacations. I completed this book during my Christmas vacation and felt more recharged. Read morePublished on January 9, 2012 by tommie