{"product_id":"tuned-in-9780470260364","title":"Tuned In","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIf you market a product, service, or idea in any business, industry or organization, you must read \u003ci\u003eTuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs\u003c\/i\u003e, 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThis 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. \u003ci\u003e(June)\u003c\/i\u003e  (\u003ci\u003ePublishers Weekly\u003c\/i\u003e, April 7, 2008)  \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"...helpful summaries...lively read for sales and marketing departments\"\u003c\/i\u003e (Training \u0026amp; Coaching Today, September)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eChapter 1. Why Didn't We Think Of That?\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eProducts and Services That Resonate.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eTuned In – The Process And The Book.\u003c\/p\u003e \u003cp\u003eWhy Listen To Us?\u003c\/p\u003e \u003cp\u003eThe Realtor Who Resonates.\u003c\/p\u003e \u003cp\u003eGetting Tuned In.\u003c\/p\u003e \u003cp\u003eThe Resonator.\u003c\/p\u003e \u003cp\u003eThe Tuned In Organization.\u003c\/p\u003e \u003cp\u003eIs \u003ci\u003eTuned In\u003c\/i\u003e For You?\u003c\/p\u003e \u003cp\u003eWhat Led To \u003ci\u003eTuned In\u003c\/i\u003e?\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2. Tuned Out. . .And Just Guessing.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eEliminate The Struggle To Make Connections With Your Marketplace.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eBut We're The Experts!\u003c\/p\u003e \u003cp\u003eThe Dollar Nobody Wanted.\u003c\/p\u003e \u003cp\u003eIf We're Not Tuned In, What Are We?\u003c\/p\u003e \u003cp\u003eDebunking The Myth That “Innovation Is Everything”.\u003c\/p\u003e \u003cp\u003eDebunking The Myth That “Revenue Cures All”.\u003c\/p\u003e \u003cp\u003eDebunking The Myth That “Customers Know Best”.\u003c\/p\u003e \u003cp\u003eA Missionary Sell?\u003c\/p\u003e \u003cp\u003eAre You Tuned In Or Tuned Out?\u003c\/p\u003e \u003cp\u003eResisting the Gravitational Force.\u003c\/p\u003e \u003cp\u003eIs Your Refrigerator Running. . .Updated Virus Software?\u003c\/p\u003e \u003cp\u003eIs It A Resonator?\u003c\/p\u003e \u003cp\u003eStop Guessing.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3. Get Tuned In.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Build, Market, And Sell What Our Market Will Buy?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eListening To Your Existing Customers Is Not Enough.\u003c\/p\u003e \u003cp\u003eIt's Not a Rental Car, It's a Zipcar.\u003c\/p\u003e \u003cp\u003eHow Zipcar Tuned In and Created a Resonator.\u003c\/p\u003e \u003cp\u003eStep 1—Find Unresolved Problems.\u003c\/p\u003e \u003cp\u003eStep 2—Understand Buyer Personas.\u003c\/p\u003e \u003cp\u003eStep 3—Quantify The Impact.\u003c\/p\u003e \u003cp\u003eStep 4—Create Breakthrough Experiences.\u003c\/p\u003e \u003cp\u003eStep 5—Articulate Powerful Ideas.\u003c\/p\u003e \u003cp\u003eStep 6—Establish Authentic Connections.\u003c\/p\u003e \u003cp\u003eLaunching Products And Services That Resonate.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4. Step 1: Find Unresolved Problems.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Know What Market And Product To Focus On?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eWeren't They Just Lucky?\u003c\/p\u003e \u003cp\u003eLooking For Problems.\u003c\/p\u003e \u003cp\u003eStated Needs and Silent Needs.\u003c\/p\u003e \u003cp\u003eBut Our Business Doesn't Solve Problems!\u003c\/p\u003e \u003cp\u003eShow Me How You Write a Check.\u003c\/p\u003e \u003cp\u003eMeeting With Buyers.\u003c\/p\u003e \u003cp\u003eLook For Problems In Your Entire Market, Not Just Your Customer Base.\u003c\/p\u003e \u003cp\u003eCustomers.\u003c\/p\u003e \u003cp\u003eEvaluators\u003c\/p\u003e \u003cp\u003ePotential Customers.\u003c\/p\u003e \u003cp\u003eWhy Not Have Salespeople Tell Us?\u003c\/p\u003e \u003cp\u003eYou (And Your Family) Are Not Your Buyer.\u003c\/p\u003e \u003cp\u003eOther Ways To Find Unresolved Problems.\u003c\/p\u003e \u003cp\u003eCreating Disneyland.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5. Step 2: Understand Buyer Personas.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Identify Who Will Buy Our Offering?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eSame Product, Different Buyer Personas.\u003c\/p\u003e \u003cp\u003eThe Importance of Buyer Personas.\u003c\/p\u003e \u003cp\u003ePicture-Perfect Weddings.\u003c\/p\u003e \u003cp\u003eNASCAR Dads And Security Moms.\u003c\/p\u003e \u003cp\u003eGrok Your Buyer Personas.\u003c\/p\u003e \u003cp\u003eA Camera For Surfers.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6. Step 3: Quantify The Impact.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Know If We Have A Potential Winner?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eUrgent, Pervasive, And Buyers Who Are Willing-To-Pay.\u003c\/p\u003e \u003cp\u003e1. Is The Problem \u003ci\u003eUrgent\u003c\/i\u003e?\u003c\/p\u003e \u003cp\u003e2. Is The Problem \u003ci\u003ePervasive\u003c\/i\u003e?\u003c\/p\u003e \u003cp\u003e3. Are People Willing To Pay To Solve The Problem?\u003c\/p\u003e \u003cp\u003eFirst Urgent, Then Pervasive.\u003c\/p\u003e \u003cp\u003eWhoever Has The Best Data Wins.\u003c\/p\u003e \u003cp\u003eTuned-In Impact-Continuum.\u003c\/p\u003e \u003cp\u003eSolving Problems for Road Warriors.\u003c\/p\u003e \u003cp\u003eHow Much Should We Charge?\u003c\/p\u003e \u003cp\u003eThe Acid Test and Your Buyer Personas.\u003c\/p\u003e \u003cp\u003eDeveloping a Tuned In Business Proposal.\u003c\/p\u003e \u003cp\u003eMeasure What Matters.\u003c\/p\u003e \u003cp\u003eTuned In. . . Without A Credit Card.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7. Step 4: Create Breakthrough Experiences.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Build A Competitive Advantage?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eExperiences That Resonate.\u003c\/p\u003e \u003cp\u003eEngineering A Breakthrough Experience.\u003c\/p\u003e \u003cp\u003eProducts and Services That Resonate.\u003c\/p\u003e \u003cp\u003eYour Distinctive Competence.\u003c\/p\u003e \u003cp\u003eThe Ultimate Ice Cream Experience.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8. Step 5: Articulate Powerful Ideas.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Establish Memorable Concepts That Speak To The Problems Buyers Have?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eConcepts That Resonate.\u003c\/p\u003e \u003cp\u003eFind What's Most Compelling.\u003c\/p\u003e \u003cp\u003e“The Elevator Speech Is Our Company's Compass”.\u003c\/p\u003e \u003cp\u003eWhat's Your Powerful Idea?\u003c\/p\u003e \u003cp\u003eThese Guys Understand Me!\u003c\/p\u003e \u003cp\u003eDanger! Vision and Mission Statements.\u003c\/p\u003e \u003cp\u003eResonate Like a Comedian.\u003c\/p\u003e \u003cp\u003eTreat Every Patient Like The President.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9. Step 6: Establish Authentic Connections.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Tell Our Buyers That We've Solved Their Problems So They Buy From Us?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAuthenticity Beats “Messages” Every Time.\u003c\/p\u003e \u003cp\u003eThe Authentic and Transparent Hospital.\u003c\/p\u003e \u003cp\u003eConnecting With Your Buyers Directly.\u003c\/p\u003e \u003cp\u003eHigh Flying Communications.\u003c\/p\u003e \u003cp\u003eYour Buyers Turn First To The Web To Solve Problems.\u003c\/p\u003e \u003cp\u003eThink Like A Publisher.\u003c\/p\u003e \u003cp\u003e“You Must Unlearn What You Have Learned\u003csup\u003e”.\u003c\/sup\u003e\u003c\/p\u003e \u003cp\u003eWhat Do Donkeys Have To Do With Marketing?\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10. Cultivate A Tuned In Culture.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Ensure Our Organization Is Tuned In?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eEach Step Is Important.\u003c\/p\u003e \u003cp\u003eSaying “NO”.\u003c\/p\u003e \u003cp\u003eSales and Distribution That Resonates.\u003c\/p\u003e \u003cp\u003eTuned In Employees.\u003c\/p\u003e \u003cp\u003eGet Tuned In Right Now.\u003c\/p\u003e \u003cp\u003eTop Ten Actions To Create a Tuned In Culture.\u003c\/p\u003e \u003cp\u003eYou Can Do It Too.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11. Unleash Your Resonator.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Do We Become and Remain A Market Leader?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eThe Power Of Getting Tuned In.\u003c\/p\u003e \u003cp\u003eThe Tuned In Career.\u003c\/p\u003e \u003cp\u003eThe Tuned In Leader.\u003c\/p\u003e \u003cp\u003eGet Tuned In Today.\u003c\/p\u003e \u003cp\u003eChapter Summary.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cp\u003eAbout The Authors.\u003c\/p\u003e \u003cp\u003eAbout Pragmatic Marketing.\u003c\/p\u003e \u003cp\u003eNext Steps.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402309869911,"sku":"9780470260364","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470260364.jpg?v=1730480024","url":"https:\/\/bookcurl.com\/products\/tuned-in-9780470260364","provider":"Book Curl","version":"1.0","type":"link"}