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| Why Didn't We Think of That?: Products and services that resonate | |
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| Tuned In-The Process and the Book | |
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| Why Listen to Us? | |
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| The Realtor Who Resonates | |
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| Getting Tuned In | |
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| The Resonator | |
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| The Tuned In Organization | |
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| Is Tuned In for You? | |
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| What Led to Tuned In? | |
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| Chapter Summary | |
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| Tuned Out ... and Just Guessing: Eliminate the struggle to make connections with your marketplace | |
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| But We're the Experts! | |
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| The Dollar Nobody Wanted | |
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| If We're Not Tuned In, What Are We? | |
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| Debunking the Myth That "Innovation Is Everything" | |
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| Debunking the Myth That "Revenue Cures All" | |
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| Debunking the Myth That "Customers Know Best" | |
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| A Missionary Sell? | |
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| Are You Tuned In or Tuned Out? | |
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| Resisting the Gravitational Force | |
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| Is Your Refrigerator Running ... Updated Virus Software? | |
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| Is It a Resonator? | |
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| Stop Guessing | |
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| Chapter Summary | |
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| Get Tuned In: How do we build, market, and sell what our market will buy? | |
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| Listening to Your Existing Customers Is Not Enough | |
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| It's Not a Rental Car, It's a Zipcar | |
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| How Zipcar Tuned In and Created a Resonator | |
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| Find Unresolved Problems | |
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| Understand Buyer Personas | |
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| Quantify the Impact | |
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| Create Breakthrough Experiences | |
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| Articulate Powerful Ideas | |
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| Establish Authentic Connections | |
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| Launching Products and Services That Resonate | |
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| Chapter Summary | |
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| Step 1: Find Unresolved Problems: How do we know what market and product to focus on? | |
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| Weren't They Just Lucky? | |
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| Looking for Problems | |
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| Stated Needs and Silent Needs | |
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| But Our Business Doesn't Solve Problems! | |
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| Show Me How You Write a Check | |
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| Meeting with Buyers | |
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| Look for Problems in Your Entire Market, Not Just Your Customer Base | |
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| Customers | |
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| Evaluators | |
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| Potential Customers | |
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| Why Not Have Salespeople Tell Us? | |
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| You (and Your Family) Are Not Your Buyer | |
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| Other Ways to Find Unresolved Problems | |
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| Creating Disneyland | |
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| Chapter Summary | |
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| Step 2: Understand Buyer Personas: How do we identify who will buy our offering? | |
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| Same Product, Different Buyer Personas | |
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| The Importance of Buyer Personas | |
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| Picture-Perfect Weddings | |
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| NASAR Dads and Security Moms | |
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| Grok Your Buyer Personas | |
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| A Camera for Surfers | |
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| Chapter Summary | |
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| Step 3: Quantify the Impact: How do we know if we have a potential winner? | |
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| Urgent, Pervasive, and Buyers Who Are Willing to Pay | |
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| Is the Problem Urgent? | |
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| Is the Problem Pervasive? | |
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| Are People Willing to Pay to Solve the Problem? | |
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| First Urgent, Then Pervasive | |
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| Whoever Has the Best Data Wins | |
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| Tuned-In Impact-Continuum | |
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| Solving Problems for Road Warriors | |
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| How Much Should We Charge? | |
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| The Acid Test and Your Buyer Personas | |
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| Developing a Tuned In Business Proposal | |
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| Measure What Matters | |
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| Tuned In ... without a Credit Card | |
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| Chapter Summary | |
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| Step 4: Create Breakthrough Experiences: How do we build a competitive advantage? | |
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| Experiences That Resonate | |
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| Engineering a Breakthrough Experience | |
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| Products and Services That Resonate | |
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| Your Distinctive Competence | |
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| The Ultimate Ice Cream Experience | |
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| Chapter Summary | |
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| Step 5: Articulate Powerful Ideas: How do we establish memorable concepts that speak to the problems buyers have? | |
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| Concepts That Resonate | |
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| Find What's Most Compelling | |
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| "The Elevator Speech Is Our Company's Compass" | |
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| What's Your Powerful Idea? | |
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| These Guys Understand Me! | |
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| Danger! Vision and Mission Statements | |
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| Resonate Like a Comedian | |
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| Treat Every Patient Like the President | |
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| Chapter Summary | |
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| Step 6: Establish Authentic Connections: How do we tell our buyers that we've solved their problems so they buy from us? | |
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| Authenticity Beats "Messages" Every Time | |
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| The Authentic and Transparent Hospital | |
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| Connecting with Your Buyers Directly | |
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| High Flying Communications | |
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| Your Buyers Turn First to the Web to Solve Problems | |
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| Think Like a Publisher | |
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| "You Must Unlearn What You Have Learned" | |
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| What Do Donkeys Have to Do with Marketing? | |
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| Chapter Summary | |
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| Cultivate a Tuned In Culture: How do we ensure our organization is tuned in? | |
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| Each Step Is Important | |
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| Saying "NO" | |
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| Sales and Distribution That Resonates | |
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| Tuned In Employees | |
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| Get Tuned In Right Now | |
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| Top Ten Actions to Create a Tuned In Culture | |
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| You Can Do It Too | |
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| Chapter Summary | |
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| Unleash Your Resonator: How do we become and remain a market leader? | |
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| The Power of Getting Tuned In | |
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| The Tuned In Career | |
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| The Tuned In Leader | |
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| Get Tuned In Today | |
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| Chapter Summary | |
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| Notes | |
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| Acknowledgments | |
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| Index | |
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| About the Authors | |
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| About Pragmatic Marketing | |
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| Next Steps | |