Tuned In Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

ISBN-10: 047026036X

ISBN-13: 9780470260364

Edition: 2008

Authors: Craig Stull, Phil Myers, David Meerman Scott

List price: $27.95 Buy it from $1.49
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Tuned In focuses on the simple concept that understanding market problems is the key to success in business. It shows readers how to effectively transition a company from one that works inside-out to one that delivers what the customer requires by working outside-in. Tuned In uncovers the key to dominating your market; a practical, customer-driven approach that anyone, anywhere, can learn how to master. It offers The Pragmatic Marketing Framework, a fundamentally different approach to product development and marketing than most companies are used to. The Pragmatic Marketing Framework, which has been developed and refined for 20 years, shows executives and managers (and the agencies that serve them) how to identify and design solutions for problems that potential customers actually have; how to prioritize the issues that matter to them most; and how to create effective marketing programs that speaks the customers' language. This framework has been downloaded, copied, and distributed over one million times and is the sole methodology that is used in thousands of technology companies to become market-driven and ultimately learn how to manage their business.
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Book details

List price: $27.95
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/30/2008
Binding: Hardcover
Pages: 224
Size: 6.18" wide x 9.17" long x 0.84" tall
Weight: 1.210
Language: English

David Meerman Scott was born in 1961. He graduated from Kenyan College in 1983 with a B.A. degree in Economis. He started out working as a clerk on many Wall Street trading desks. He then went on to work in the on-line news and information business from 1985-2002. He was an executive at the electronic infoprmation division of Knight -Ridder from 1989-1995. He then moved to Boston and took a position with NewsEdge Corporation as the vice-president of marketing. His ideology about the new rules of marketing is that you can earn attention by publishing your way in on the web as opposed to buying advertising in mainstream media. He has authored several books on marketing including Inbound Marketing and Marketing Lessons from the Greatful Dead.

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