Tuned In E-Book

Craig Stull

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 295

Veröffentlichungsjahr: 2011

Beschreibung

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.

Leseprobe

Table of Contents

Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

Praise

Title Page

Copyright Page

Dedication

CHAPTER 1 - Why Didn’t We Think of That?

Tuned In—The Process and the Book

Why Listen to Us?

The Realtor Who Resonates

Getting Tuned In

The Resonator

The Tuned In Organization

Is Tuned In for You?

What Led to Tuned In?

CHAPTER 2 - Tuned Out . . . and Just Guessing

But We’re the Experts!

The Dollar Nobody Wanted

If We’re Not Tuned In, What Are We?

Debunking the Myth That “Innovation Is Everything”

Debunking the Myth That “Revenue Cures All”

Debunking the Myth That “Customers Know Best”

A Missionary Sell?

Are You Tuned In or Tuned Out?

Resisting the Gravitational Force

Is Your Refrigerator Running . . . Updated Virus Software?

Is It a Resonator?

Stop Guessing

CHAPTER 3 - Get Tuned In

Listening to Your Existing Customers Is Not Enough

It’s Not a Rental Car, It’s a Zipcar

How Zipcar Tuned In and Created a Resonator

Launching Products and Services That Resonate

CHAPTER 4 - Step 1: Find Unresolved Problems

Weren’t They Just Lucky?

Looking for Problems

Stated Needs and Silent Needs

But Our Business Doesn’t Solve Problems!

Show Me How You Write a Check

Meeting with Buyers

Look for Problems in Your Entire Market, Not Just Your Customer Base

Why Not Have Salespeople Tell Us?

You (and Your Family) Are Not Your Buyer

Other Ways to Find Unresolved Problems

Creating Disneyland

CHAPTER 5 - Step 2: Understand Buyer Personas

Same Product, Different Buyer Personas

The Importance of Buyer Personas

Picture-Perfect Weddings

NASCAR Dads and Security Moms

Grok Your Buyer Personas

A Camera for Surfers

CHAPTER 6 - Step 3: Quantify the Impact

Urgent, Pervasive, and Buyers Who Are Willing to Pay

First Urgent, Then Pervasive

Whoever Has the Best Data Wins

Tuned-In Impact-Continuum

Solving Problems for Road Warriors

How Much Should We Charge?

The Acid Test and Your Buyer Personas

Developing a Tuned In Business Proposal

Measure What Matters

Tuned In . . . without a Credit Card

CHAPTER 7 - Step 4: Create Breakthrough Experiences

Experiences That Resonate

Engineering a Breakthrough Experience

Products and Services That Resonate

Your Distinctive Competence

The Ultimate Ice Cream Experience

CHAPTER 8 - Step 5: Articulate Powerful Ideas

Concepts That Resonate

Find What’s Most Compelling

“The Elevator Speech Is Our Company’s Compass”

What’s Your Powerful Idea?

These Guys Understand Me!

Danger! Vision and Mission Statements

Resonate Like a Comedian

Treat Every Patient Like the President

CHAPTER 9 - Step 6: Establish Authentic Connections

Authenticity Beats “Messages” Every Time

The Authentic and Transparent Hospital

Connecting with Your Buyers Directly

High Flying Communications

Your Buyers Turn First to the Web to Solve Problems

Think Like a Publisher

“You Must Unlearn What You Have Learned”

What Do Donkeys Have to Do with Marketing?

CHAPTER 10 - Cultivate a Tuned In Culture

Each Step Is Important

Saying “NO”

Sales and Distribution That Resonates

Tuned In Employees

Get Tuned In Right Now

You Can Do It Too

CHAPTER 11 - Unleash Your Resonator

The Power of Getting Tuned In

The Tuned In Career

The Tuned In Leader

Get Tuned In Today

Notes

Acknowledgments

Index

About the Authors

About Pragmatic Marketing

Next Steps

Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

res • o • na • tor [rez-uh-ney-ter]

—noun

1. the perfect solution to a specific problem.

2. a product or service so powerful it sells itself.

3. an offering that connects to what your market values most.

4. an idea that people immediately understand has value to them.

Tuned In shows you six simple, yet powerful steps to creating products, services, or ideas that resonate. Getting tuned in is a process anyone can master and no business can afford to ignore.

Praise for Tuned In

“When was the last time you bought a product and said, ‘I’ve got to tell my friends!’? This book will change the way you look at success and failure in the marketplace. When companies think they know what their customers need, it invariably ends badly. But for those who spend the time to really understand the problems potential customers have, success often awaits. I recommend Tuned In to anyone who is looking for a guidebook on how to uncover the obvious opportunities that others do not see.”

—Rob McGovern, Founder of CareerBuilder.com, Chairman and CEO, Jobfox.com

“Wow. I learned something on every page. I’m convinced the Tuned In strategy will work for anyone who has a breakthrough product, service, company, or cause. The authors make the compelling argument that most marketers focus on traditional and ineffective steps to reach the customer. But success in the marketplace demands that common myths be exposed and replaced with new thinking on how to create and pitch products and services. As a communications coach, I will use these concepts with my clients to help them become ‘resonators’ who stand out from their competitors.”

—Carmine Gallo, Communications Coach, author of Fire Them Up!

“Tuned In is the perfect playbook for aspiring corporate and life champions. It presents an unshakeable foundation from which to build greatness. The principles of this great work serve as a compass for keeping our ministry focused as we move from season to season on this great journey.

—David L. Cook, Founder Links of Utopia Ministriesand author of Golf’s Sacred Journey

“You can keep guessing what will lead to your big business breakthroughs, or . . . you can read this book, tune in, and turn on extraordinary results. Highly recommended.”

—Michael Port, Author of Book Yourself Solid and Beyond Booked Solid

“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. This book provides a simple process all CEO’s should adopt to help make sure their teams are focused on the most important things that drive success.”

—Steve Bennett, Retired CEO of Intuit

“This is a unique and fresh approach to how fortunes are made today.”

—Rick Page, Author of the #1 sales bestseller, Hope Is Not a Strategy

“Far too many product and marketing managers go about their daily work without understanding the fundamentals of creating a market-driven business. Tuned In offers a proven methodology in an easy-to-understand format filled with real-world examples we all can relate to. It’s like a marketing cookbook, but one that instantly makes us experts.”

—Nilofer Merchant, CEO, Rubicon Consulting

“The music industry has been completely ‘tuned out,’ not only to their customers, but even more so to the artists whom they claim to represent. For the artists that we represent, and the fans (customers) that we want to reach, Tuned In is a great reminder of what so many established stars, and those on their way, already know; ‘Find out what your fans want, and then find a way to give it to them.”’

—Jody Nachtigal, Personal Manager at Arcadia Group Management and Co-President of record label, Kissing Booth Music

Copyright © 2008 by Pragmatic Marketing, Inc. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data:

Stull, Craig.

Tuned in: uncover the extraordinary opportunities that lead to business breakthroughs/ Craig Stull, Phil Myers, and David Meerman Scott.

p. cm.

Includes bibliographical references and index.

ISBN 978-0-470-26036-4 (cloth)

1. Success in business. 2. Creative ability in business. I. Myers, Phil. II. Scott, David Meerman. III. Title.

HF5386.S886 2008 658.4’09-dc22

2007051634

For the Tuned In Leaders in Our Lives

The women who inspired us—our wives Karen, Diane, and Yukari—and the fabulous team and community of customers we have at Pragmatic Marketing, the people who remind us every day how valuable this concept is.

CHAPTER 1

Why Didn’t We Think of That?

Products and services that resonate

The Japanese salaryman works notoriously long hours. He’s in the office until 9 or 10 p.m. and sometimes goes out for drinks and maybe some karaoke singing with colleagues after that. But there’s a problem. In the big cities like Tokyo, Osaka, and Nagoya, the last train leaves for the suburbs around midnight. So, as the result of a long day at the office and perhaps a few beers, when a Japanese office worker gets on that last train, he often falls asleep.1

Sometimes he misses his stop.

When the train pulls into the station at the end of the line, the conductors pass through the cars and find a surprising number of sleeping salarymen. They do what’s necessary to wake up the wage warriors and push them out the train door. The dazed salarymen then make their way into the quiet night—briefcases in hand, neck-ties askew—and find themselves in a rice-growing country town many miles from the city. They’re also far from their home stops, which passed by an hour before (perhaps as they were dreaming of that perfect rendition of “Take Me Home, Country Roads” at the karaoke bar).