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

CHAPTER 10

Cultivate a Tuned In Culture

How do we ensure our organization is tuned in?

 

 

 

 

 

The Apple iPod, first released in 2001, had one of the most talked-about product introductions of the past decade. Many people have theories for why the iPod has been so successful (100 million units sold as of the end of March 2007).¹ Pundits point to such factors as Steve Jobs’ brilliance, the power of the company’s advertising, and the elegance of the product itself. While these elements are all important to the mix, the Apple’s iPod success can be explained more simply. If you’ve followed the Tuned In journey from the opening chapters, we’re sure you now know why the iPod has resonated so well with buyers. Apple tuned in! Professionals at Apple applied each of the six steps of the Tuned In Process to create and launch the resonator that is the iPod. As we’ve studied the iPod and other wildly successful products and services, we realize that for a true resonator to break out of the pack and achieve market-changing status, each one of the six steps of the Tuned In Process needs attention.

Before the iPod came along, portable digital music players were crammed with features and functions and buttons, and they sported software that was difficult to master. Apple CEO Steve Jobs, back at the helm of the company he cofounded, led a development effort focused on solving a problem in the marketplace—the ...