Tuned In : Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

by Stull, Craig; Myers, Phil; Scott, David Meerman

• ISBN13: 9780470260364
• ISBN10: 047026036X
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-06-30
• Publisher: Wiley

Summary

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.

Author Biography

Craig Stull is founder and CEO of Pragmatic Marketing and author of the industry-standard Pragmatic Marketing Framework.

Phil Myers is President of Pragmatic Marketing. He has led three successful technology start-ups, managed two initial public offerings, and created seven hit products.

David Meerman Scott is the author of The New Rules of Marketing and PR from Wiley, a frequent keynote speaker, and a seminar instructor for Pragmatic Marketing.

Visit: www.tunedinbook.com.

Table of Contents

Why Didn't We Think of That?: Products and services that resonate	p. 1
Tuned In-The Process and the Book	p. 2
Why Listen to Us?	p. 3
The Realtor Who Resonates	p. 6
Getting Tuned In	p. 8
The Resonator	p. 8
The Tuned In Organization	p. 9
Is Tuned In for You?	p. 11
What Led to Tuned In?	p. 12
Chapter Summary	p. 15
Tuned Out ... and Just Guessing: Eliminate the struggle to make connections with your marketplace	p. 17
But We're the Experts!	p. 18
The Dollar Nobody Wanted	p. 20
If We're Not Tuned In, What Are We?	p. 21
Debunking the Myth That "Innovation Is Everything"	p. 22
Debunking the Myth That "Revenue Cures All"	p. 24
Debunking the Myth That "Customers Know Best"	p. 25
A Missionary Sell?	p. 26
Are You Tuned In or Tuned Out?	p. 27
Resisting the Gravitational Force	p. 28
Is Your Refrigerator Running ... Updated Virus Software?	p. 31
Is It a Resonator?	p. 32
Stop Guessing	p. 34
Chapter Summary	p. 36
Get Tuned In: How do we build, market, and sell what our market will buy?	p. 39
Listening to Your Existing Customers Is Not Enough	p. 40
It's Not a Rental Car, It's a Zipcar	p. 41
How Zipcar Tuned In and Created a Resonator	p. 42
Find Unresolved Problems	p. 44
Understand Buyer Personas	p. 45
Quantify the Impact	p. 46
Create Breakthrough Experiences	p. 47
Articulate Powerful Ideas	p. 48
Establish Authentic Connections	p. 49
Launching Products and Services That Resonate	p. 51
Chapter Summary	p. 53
Step 1: Find Unresolved Problems: How do we know what market and product to focus on?	p. 55
Weren't They Just Lucky?	p. 57
Looking for Problems	p. 58
Stated Needs and Silent Needs	p. 58
But Our Business Doesn't Solve Problems!	p. 59
Show Me How You Write a Check	p. 60
Meeting with Buyers	p. 62
Look for Problems in Your Entire Market, Not Just Your Customer Base	p. 63
Customers	p. 64
Evaluators	p. 65
Potential Customers	p. 66
Why Not Have Salespeople Tell Us?	p. 66
You (and Your Family) Are Not Your Buyer	p. 67
Other Ways to Find Unresolved Problems	p. 68
Creating Disneyland	p. 69
Chapter Summary	p. 71
Step 2: Understand Buyer Personas: How do we identify who will buy our offering?	p. 73
Same Product, Different Buyer Personas	p. 74
The Importance of Buyer Personas	p. 76
Picture-Perfect Weddings	p. 78
NASAR Dads and Security Moms	p. 80
Grok Your Buyer Personas	p. 81
A Camera for Surfers	p. 82
Chapter Summary	p. 84
Step 3: Quantify the Impact: How do we know if we have a potential winner?	p. 87
Urgent, Pervasive, and Buyers Who Are Willing to Pay	p. 89
Is the Problem Urgent?	p. 89
Is the Problem Pervasive?	p. 90
Are People Willing to Pay to Solve the Problem?	p. 90
First Urgent, Then Pervasive	p. 91
Whoever Has the Best Data Wins	p. 92
Tuned-In Impact-Continuum	p. 93
Solving Problems for Road Warriors	p. 95
How Much Should We Charge?	p. 97
The Acid Test and Your Buyer Personas	p. 98
Developing a Tuned In Business Proposal	p. 98
Measure What Matters	p. 99
Tuned In ... without a Credit Card	p. 101
Chapter Summary	p. 103
Step 4: Create Breakthrough Experiences: How do we build a competitive advantage?	p. 105
Experiences That Resonate	p. 107
Engineering a Breakthrough Experience	p. 109
Products and Services That Resonate	p. 111
Your Distinctive Competence	p. 112
The Ultimate Ice Cream Experience	p. 115
Chapter Summary	p. 117
Step 5: Articulate Powerful Ideas: How do we establish memorable concepts that speak to the problems buyers have?	p. 119
Concepts That Resonate	p. 120
Find What's Most Compelling	p. 122
"The Elevator Speech Is Our Company's Compass"	p. 125
What's Your Powerful Idea?	p. 126
These Guys Understand Me!	p. 128
Danger! Vision and Mission Statements	p. 129
Resonate Like a Comedian	p. 130
Treat Every Patient Like the President	p. 132
Chapter Summary	p. 135
Step 6: Establish Authentic Connections: How do we tell our buyers that we've solved their problems so they buy from us?	p. 137
Authenticity Beats "Messages" Every Time	p. 138
The Authentic and Transparent Hospital	p. 140
Connecting with Your Buyers Directly	p. 141
High Flying Communications	p. 142
Your Buyers Turn First to the Web to Solve Problems	p. 143
Think Like a Publisher	p. 144
"You Must Unlearn What You Have Learned"	p. 146
What Do Donkeys Have to Do with Marketing?	p. 147
Chapter Summary	p. 151
Cultivate a Tuned In Culture: How do we ensure our organization is tuned in?	p. 153
Each Step Is Important	p. 155
Saying "NO"	p. 157
Sales and Distribution That Resonates	p. 157
Tuned In Employees	p. 158
Get Tuned In Right Now	p. 159
Top Ten Actions to Create a Tuned In Culture	p. 160
You Can Do It Too	p. 160
Chapter Summary	p. 162
Unleash Your Resonator: How do we become and remain a market leader?	p. 163
The Power of Getting Tuned In	p. 168
The Tuned In Career	p. 169
The Tuned In Leader	p. 170
Get Tuned In Today	p. 171
Chapter Summary	p. 173
Notes	p. 175
Acknowledgments	p. 183
Index	p. 189
About the Authors	p. 199
About Pragmatic Marketing	p. 201
Next Steps	p. 203
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