Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
by Craig Stull, Phil Myers, David Meerman Scott
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Book Summary Information
Author: Craig Stull, David Meerman Scott, Phil MyersEdition: Hardcover
Published: 2008-06-30
ISBN: 047026036X
Number of pages: 224
Publisher: Wiley
Book Reviews of Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Book Review: Excellent introduction/summary for Pragmatic Marketing Principles
Summary: 5 Stars
I've been through the seminars on Practical Product Management delivered through the authors' firm (Pragmatic Marketing). As a CTO it was an eye-opener to see an approach to Product Management that meshed with the concepts of Agile Development in the software field. The two disciplines work well together to create software products that resonate with customers.
This book is not so much breaking new ground, but distilling years of learning into a simple introductory form for folks who might be interested in moving from an inside-out/command-and-control view of the market. It makes a strong empirical business case for doing things differently.
Highly recommended if you're starting a business, launching a new business unit or product line, or simple want to spark growth in existing efforts. You might even learn which existing efforts are not tuned-in and pull back on their funding so you can invest in products and services that the market wants.
Summary of Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
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 breakthrough experiences, articulating powerful ideas, and establishing sustainable connections. Tuned In shows readers how to stop guessing what consumers need and stop wasting time and money building, marketing, and selling solutions that the market doesn't value. This insightful book shows readers how to connect with their market in order to create products and services that truly resonate with people.Inspiration Books
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