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

Book Description

If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.

Table of Contents

  1. Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
  2. Praise
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. CHAPTER 1 - Why Didn’t We Think of That?
    1. Tuned In—The Process and the Book
    2. Why Listen to Us?
    3. The Realtor Who Resonates
    4. Getting Tuned In
    5. The Resonator
    6. The Tuned In Organization
    7. Is Tuned In for You?
    8. What Led to Tuned In?
  7. CHAPTER 2 - Tuned Out . . . and Just Guessing
    1. But We’re the Experts!
    2. The Dollar Nobody Wanted
    3. If We’re Not Tuned In, What Are We?
    4. Debunking the Myth That “Innovation Is Everything”
    5. Debunking the Myth That “Revenue Cures All”
    6. Debunking the Myth That “Customers Know Best”
    7. A Missionary Sell?
    8. Are You Tuned In or Tuned Out?
    9. Resisting the Gravitational Force
    10. Is Your Refrigerator Running . . . Updated Virus Software?
    11. Is It a Resonator?
    12. Stop Guessing
  8. CHAPTER 3 - Get Tuned In
    1. Listening to Your Existing Customers Is Not Enough
    2. It’s Not a Rental Car, It’s a Zipcar
    3. How Zipcar Tuned In and Created a Resonator
    4. Launching Products and Services That Resonate
  9. CHAPTER 4 - Step 1: Find Unresolved Problems
    1. Weren’t They Just Lucky?
    2. Looking for Problems
    3. Stated Needs and Silent Needs
    4. But Our Business Doesn’t Solve Problems!
    5. Show Me How You Write a Check
    6. Meeting with Buyers
    7. Look for Problems in Your Entire Market, Not Just Your Customer Base
    8. Why Not Have Salespeople Tell Us?
    9. You (and Your Family) Are Not Your Buyer
    10. Other Ways to Find Unresolved Problems
    11. Creating Disneyland
  10. CHAPTER 5 - Step 2: Understand Buyer Personas
    1. Same Product, Different Buyer Personas
    2. The Importance of Buyer Personas
    3. Picture-Perfect Weddings
    4. NASCAR Dads and Security Moms
    5. Grok Your Buyer Personas
    6. A Camera for Surfers
  11. CHAPTER 6 - Step 3: Quantify the Impact
    1. Urgent, Pervasive, and Buyers Who Are Willing to Pay
    2. First Urgent, Then Pervasive
    3. Whoever Has the Best Data Wins
    4. Tuned-In Impact-Continuum
    5. Solving Problems for Road Warriors
    6. How Much Should We Charge?
    7. The Acid Test and Your Buyer Personas
    8. Developing a Tuned In Business Proposal
    9. Measure What Matters
    10. Tuned In . . . without a Credit Card
  12. CHAPTER 7 - Step 4: Create Breakthrough Experiences
    1. Experiences That Resonate
    2. Engineering a Breakthrough Experience
    3. Products and Services That Resonate
    4. Your Distinctive Competence
    5. The Ultimate Ice Cream Experience
  13. CHAPTER 8 - Step 5: Articulate Powerful Ideas
    1. Concepts That Resonate
    2. Find What’s Most Compelling
    3. “The Elevator Speech Is Our Company’s Compass”
    4. What’s Your Powerful Idea?
    5. These Guys Understand Me!
    6. Danger! Vision and Mission Statements
    7. Resonate Like a Comedian
    8. Treat Every Patient Like the President
  14. CHAPTER 9 - Step 6: Establish Authentic Connections
    1. Authenticity Beats “Messages” Every Time
    2. The Authentic and Transparent Hospital
    3. Connecting with Your Buyers Directly
    4. High Flying Communications
    5. Your Buyers Turn First to the Web to Solve Problems
    6. Think Like a Publisher
    7. “You Must Unlearn What You Have Learned”
    8. What Do Donkeys Have to Do with Marketing?
  15. CHAPTER 10 - Cultivate a Tuned In Culture
    1. Each Step Is Important
    2. Saying “NO”
    3. Sales and Distribution That Resonates
    4. Tuned In Employees
    5. Get Tuned In Right Now
    6. You Can Do It Too
  16. CHAPTER 11 - Unleash Your Resonator
    1. The Power of Getting Tuned In
    2. The Tuned In Career
    3. The Tuned In Leader
    4. Get Tuned In Today
  17. Notes
  18. Acknowledgments
  19. Index
  20. About the Authors
  21. About Pragmatic Marketing
  22. Next Steps