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- Herausgeber: Business Book Summaries
- Kategorie: Lebensstil
- Sprache: Englisch
The must-read summary of Craig Stull, Phil Meyers and David Meerman Scott's book: "Tuned In: Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs".
This complete summary of the ideas from Craig Stull, Phil Meyers and David Meerman Scott's book "Tuned In" shows that there's no use developing new products in isolation and hoping they will sell. A better idea is to find overlooked marketplace problems which already exist. Solve those problems for people and you’ll have no issue finding willing customers who won’t need to be coerced into buying. Real success in the marketplace is not based on creativity or even on clever marketing. Instead, you need to develop products that resonate with people. In their book, the authors explain the six-step "Tuned In Process" that you can use to get tuned in and develop the products that customers really want.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Tuned In" and discover why you should get tuned in to your business and develop products that solve real problems.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 37
Veröffentlichungsjahr: 2014
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Book Presentation: Tuned In by Craig Stull, Phil Meyers and David Meerman Scott
Book Abstract
About the Author
Important Note About This Ebook
Summary of Tuned In (Craig Stull, Phil Meyers and David Meerman Scott)
Book Presentation: Tuned Inby Craig Stull, Phil Meyersand David Meerman Scott
Book Abstract
Main Idea
There’s no use developing new products in isolation and hoping they will sell. A far better idea is to find overlooked marketplace problems which already exist. Solve those problems for people and you’ll have no problems finding willing customers who won’t need to be coerced into buying.
Real success in the marketplace is not based on creativity or even on clever marketing. Instead, you need to develop products that resonate with people. To stop guessing what people need and instead spend your time building real and deep connections to what people value the most follow the six step Tuned In Process.
Getting tuned in is really not all that difficult. You will know you’ve created a product which is a “resonator” when:
You come up with something which is the perfect solution to a specific problem.People want to buy your product because they recognize its value immediately. They won’t need to be cajoled or coerced.Your offering establishes a real and direct connection to whatever your market values the most.When people hear about your product or service, they immediately understand its value to them, even if they have never heard of your company before.Some very good examples of resonators are:
The iPod – 1,000 songs in your pocket.FedEx – When it absolutely, positively has to be there overnight.Habitat for Humanity – which has built more than 200,000 homes for people who can’t afford them.Richard Branson – who has launched 350+ companies to solve problems in the market place.By listening, observing and understanding the problems that buyers are willing to pay money to solve, any organization can become tuned in to the marketplace. Always have it as a goal to create products and services that become resonators.
About the Author
CRAIG STULL is the founder and CEO of Pragmatic Marketing, a training and consulting firm. Mr. Stull has over twenty years’ experience in product management specializing in new product launches, product positioning and potential-clients’ needs identification. Mr. Stull is a graduate of Roger Williams College.
PHIL MEYERS is president of Pragmatic Marketing and an experienced writer, speaker and business consultant. He is responsible for the firm’s global business operations which serve nearly three thousand technology companies. Mr. Meyers, a graduate of Pennsylvania State University, has also served on the senior management teams of two firms which carried out successful initial public offerings and three startups which grew to be market leaders.
DAVID MEERMAN SCOTT is the author of The New Rules of Marketing & PR. He is also the creator of a Pragmatic Marketing seminar entitled The New Rules of Marketing. Mr. Scott is a graduate of Kenyon College. He has worked extensively in the online news business and with e-commerce companies.
The Web site for this book is atwww.tunedinbook.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Tuned In(Craig Stull, Phil Meyersand David Meerman Scott)
1. Find unresolved problems
The key first step in becoming tuned in is to understand, in detail, what existing market problems your organization can solve. The only way to achieve this is to get out of your office and speak with potential buyers.
Too many companies figuratively put the cart before the horse. They develop incredible products, and then cast about trying to figure out how to sell what they have. This is the equivalent of having a solution looking for a problem to solve. Tuned in business leaders try to understand the complete spectrum of problems facing potential customers before they start developing any products or services.
