Download Epub Format ✓ Tuned In: Uncover Extraordinary Opportunities That Lead to Business Breakthroughs PDF by ✓ Craig Stull No games or hype, just really pragmatic and market tested methodologies Seemingly influenced by Clayton Christensen s ideas or is it the other way around , the book clearly describes how one can succeed at the game of selling stuff The book is in fact so simple that it may seem irrelevant after a cursory read But don t mistake it It is the real deal I loved it even when I missed the technical stuff as I said it was written in simple and accessible English.
So I read this book for work, and I guess that gave it a homework y feel which made reading it less fun, but overall the book makes some good points that generally come across as somewhat common sense ish.
My biggest complaint about the book is the use of contradictory examples In the first chapter, which talks about how you really need to interview your market, and can t just intuit what the market wants they give a good example Zipcar of a company that did that very carefully and then go on to talk about how Avis was started when the founder got annoyed at the lack of an airport car rental place while traveling and how Disneyland was started based on some Disney intuitions into what was wrong with amusement parks.
I guess they weren t expecting people to pay attention or something, but it irritated me.
Anyhow, the best thing I can say about this book is I got to spend some
How to make your product or service resonate with its customers The iPod has been a monster hit since the day Apple introduced it to the marketplace in 2001 By 2004, the iPod owned 70% of the market for digital music players Previous personal music players were difficult to program and use Apple CEO Steve Jobs and his development team identified that problem, and they set out to solve it by using careful research and focusing on buyers wants and needs Now Apple rules the market How can your firm emulate Apple s example Marketing professionals Craig Stull, Phil Myers and David Meerman Scott detail the process market leaders use to establish breakthrough products Although much of the advice is common knowledge, if not co It explores the concept of creating a product or service that resonates with buyers By getting closer to your customers you ll be able to know what they want, and then offer it to them By paying attention, you ll be successful.
This book focuses on Tuning In to your customers The authors lay out a 6 step process for tuning in, very detailed yet written in plain English all readers will understand 1 Find unresolved problems2 Understand buyer personas3 Quantify the impact4 Create breakthrough experiences5 Articulate powerful ideas6 Establish authentic connectionsThe book is full of several examples of why something like Apples Newton was a flop and why the Nano was a success The key concept is does your company product resonate with your customer Do you focus on your customers problems or your companies problems The resounding answers is to focus on your customer in the correct Ever since my archaeo days, it has amazed me how truly revolutionary a concept don t think, feel, guess, suspect, or theorize when you can know usually is.
In Tuned In, the authors go over dozens of case studies of people who built successful businesses and products on a simple idea address a known need, rather than imagining a need to address An important cup check for anyone thinking of going into business.
This is a good way to get a bunch of Pragmatic Marketing the product management and marketing training firm content without attending a pricey seminar I just wish the book were not so repetitive and glib The content is good as is the methodology One just wishes the book didn t read just a little too hip and too 90s dot com ish.
S And the Coldstone Ice Cream example is already out of date.
The author managed to establish his pragmatic marketing framework with lot of good examples The book is very readable with hardly any jargon at use Having said that, the author did a average job in convincing me why some of the mentioned products like Apple s newton and last gen TV s Picture in Picture feature were tuned out I would believe that s because he didn t want to deviate much from main theme.
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 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 Definitely a book that PMs should read The examples are quite dated even though they re only 9 years old However the framework is timeless The authors are quite proud of themselves The actual motions of interviewing customers and doing that well is still missing from the canon of Lean Get out of the building like books Maybe if I were tuned in to that need I d write that book