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

If you market a product, service, or idea in any business, industry or organization, you must read __Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs__, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.Content: Chapter 1 Why Didn't We Think of That?: Products and services that resonate (pages 1–15): Chapter 2 Tuned Out ... and Just Guessing: Eliminate the struggle to make connections with your marketplace (pages 17–37): Chapter 3 Get Tuned In: How do we build, market, and sell what our market will buy? (pages 39–53): Chapter 4 Step 1: Find Unresolved Problems: How do we know what market and product to focus on? (pages 55–72): Chapter 5 Step 2: Understand Buyer Personas: How do we identify who will buy our offering? (pages 73–85): Chapter 6 Step 3: Quantify the Impact: How do we know if we have a potential winner? (pages 87–103): Chapter 7 Step 4: Create Breakthrough Experiences: How do we build a competitive advantage? (pages 105–117): Chapter 8 Step 5: Articulate Powerful Ideas: How do we establish memorable concepts that speak to the problems buyers have? (pages 119–135): Chapter 9 Step 6: Establish Authentic Connections: How do we tell our buyers that we've solved their problems so they buy from us? (pages 137–151): Chapter 10 Cultivate a Tuned In Culture: How do we ensure our organization is tuned in? (pages 153–162): Chapter 11 Unleash Your Resonator: How do we become and remain a market leader? (pages 163–173):

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 creatingresonators— 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.

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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"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."--Jacket Tuned In argues that the key to business success lies in understanding and connecting with what consumers and markets want most. Being tuned in to the needs of buyers, whether those needs are expressed outwardly or not, is the ultimate secret to creating and marketing products and services that people want to buy. For anyone who markets a product, service, or ideas in any business, industry, or organization, Tuned In delivers a simple six-step process for discovering real and deep insights into any market: finding unsolved problems, understanding buyer personas, quantifying impact, creating br