A proven strategy for dominating markets developed over 15 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 without thinking 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 and those not-so-famous 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 which 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, listen to Tuned In and discover how to connect to what people really want, and � most importantly � how you can become an organization they trust.
©2007 Pragmatic Marketing, Inc.; (P)2008 Gildan Media Corp
I thik its excellent for both start-ups as well as current business owners and managers at all levels.
While it is a must read for CEO's even managers and Junior managers should read this.
I can't help thinking that the good reviews that I see here have been bought or faked.
Think Seth Godin, without any of his character, charm, wit or, engaging style of writing and reading.
The writing here is dull, featureless and loaded with jargon and technical language. It's a real struggle to listen to.
What's more, the guy reading it projects all the character of a discarded toothpaste box.
There's no doubt that their message has some merit. But what pity that they're so inept at conveying it. I mean REALLY inept.
They love jargon, they love inventing their own special little technical terms - just for them. They have their own language.
Had they hired a successful, professional author to ghost write their message, I'm sure the book would be good. But as it is - I strongly recommend you move on and try any of Seth Godin's excellent books on marketing. You'll get the point in half the time and with a lot less pain.
I don't know if it was the narrator or the author but the sentence structure was very juvenile listening. Once I got past that I still wasn't impressed with the content. I would estimate that I thought 20% of the book was informative the rest was... disappointing.
This is a good business book. It is relevant in it's examples and it speaks well to those who are seeking insight from it. I compare it to "4 Hour Work Week (T. Ferriss)." in that it doesn't just tell you theories with inspiring success stories. It tells you what to do! I can see many of the strategies taught in this book, being "handbook" material for one's business.
I do not know how many times I have listened to this book. I get something great from it everytime I listen. Use this book to help you get out of the same old way of thinking about things. Give it a chance, and you will generate great ideas.
I'm a lawyer and mediator. I represent businesses in disputes with their insurers and in other complex litigation. I also assist machinery companies and manufacturers (primarily international) with equipment sales, non-disclosure agreements, and business issues. I also mediate commercial disputes.
There are a lot of good thoughts in this book, but I do not think there is any magic here. Listen to your customers (but don't listen too much) and listen to potential customers. The concepts are not totally consistent, and the narration is not offensive, but is sleep inducing. Could have been covered in about half the time.
The Publishes Summery is a good introduction of its content. I am not going to add much more to it.
As for me, I have to say a, Yes!
It is an interesting, revealing, enjoyable audio book to listen to.
It gives an insight as to the right approach companies and corporations should strive to tune in to, when embarking on new research ventures.
I will rate this audio book title, a worthy 4 star.
If you don't get it now, read the book and you will. I thought I was a savvy marketeer until I read this book. Armed with the knowledge I learned from these authors, I am sure that my website www.hotelmingle.com will be a huge hit. Thanks for the invaluable lessons. I will be applying the 6 steps to make my company a resonator.
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