Description
Do you resonate in your market? When it comes to creating and bringing new offerings to market, “tuned out” organizations get it wrong. They ignore the signals that reveal which problems buyers want solved and which solutions they will happily pay for. “Tuned in” organizations, on the other hand, take a radically different approach. They tap into the wider mind of the market and connect deeply to what their buyers value most, creating breakthrough offerings–called “resonators.” These resonators offer value so immediately apparent that they seem to sell themselves. Tuned In shows you six simple, yet powerful, steps to creating products, services, or ideas that resonate right out of the gate. Uncover Opportunities Others Don’t See “When companies think they know what customers need, it invariably ends badly. Tuned In shows step by step how to create unique products and services in areas that established organizations fail to recognize.” –Rob McGovern, founder of CareerBuilder.com, and Chairman and CEO of Jobfox.com Gain a Sustainable Competitive Edge “This is a unique and fresh approach to how today’s fortunes are made.” –Rick Page, author of the #1 sales bestseller Hope Is Not a Strategy The Real Difference Maker “The most important thing a CEO has to do is make sure his or her company is, and stays, tuned in. There are ongoing challenges with people, culture, strategy, and execution, but the real difference maker is consistently producing products and services the market loves.” –Steve Bennett, former CEO of Intuit Inc. Build Deep Connections with Your Market “Tuned In is a straightforward, commonsense approach to making connections with the marketplace. Authors Stull, Myers, and Scott have given us a great reminder of what so many established stars, and those on their way, already know: find out what your fans want, and find a way to give it to them.” –Jody Nachtigal, Personal Manager at Arcadia Group Management, and Co-President of Kissing Booth Music 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. Chapter 1. Why Didn’t We Think Of That? Chapter 2. Tuned Out. . .And Just Guessing. Chapter 3. Get Tuned In. Chapter 4. Step 1: Find Unresolved Problems. Chapter 5. Step 2: Understand Buyer Personas. Chapter 6. Step 3: Quantify The Impact. Chapter 7. Step 4: Create Breakthrough Experiences. Chapter 8. Step 5: Articulate Powerful Ideas. Chapter 9. Step 6: Establish Authentic Connections. Chapter 10. Cultivate A Tuned In Culture. Chapter 11. Unleash Your Resonator. Notes. Acknowledgments. Index. About The Authors. About Pragmatic Marketing. Next Steps.
