Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs by Craig Stull, Phil Myers, David Meerman Scott Summary and Reviews
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Book Reviews of Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Book Review: Tune In for Real Insights on Business Success
Summary: 5 Stars
Tuned In is a road map to the ultimate in "pull" marketing--creating a great product people instantly know they want. Yes, it takes a little more time upfront, but it pays off by having to spend less time and money on educating the customer as to why they need it or using "push" sales and marketing tactics to sell it.
"Unresolved needs" and "silent needs" are something I talk about frequently when it comes to copywriting--and dialing into those could be even more powerful when it comes to product creation. But most people are not good interviewers,and that can definitely impact the results they get. So it would have been great to have a little more on recognizing those silent needs and other pointers for the one-on-one interviews the authors recommend.
As others have said, the examples are largely excellent. The only two I disliked were HubSpot, whose elevator speech still sounds like gobbledygook to me and I'm a marketer, and the realtor. They cover the realtor's "no hassle listing" (which is brilliant) but leave you wondering about how he manages to solve clients' top two wants: selling fast and for full price. (Other than to say they generally accomplish that). So to me, it felt like the example was incomplete.
Overall, this approach could be particularly valuable for small businesses--who could move a product or service into the black much faster using the Tuned In approach.
Book Review: If you want your business to fail, don't read this book
Summary: 5 Stars
Incredible page turner, I could not put the book down this past weekend. I am using it as scripture not only for work but also for my career. I wonder to myself, if too many people read this book, then the secret is out, I won't look like I have all the answers.Book Review: Marketing starts with a customer who has problem or desire...
Summary: 5 Stars
This book, first and foremost, reads like a novel and not an exercise in academia alone. It accomplishes this by the use of stories from many successful & diverse companies, that either knowingly or not, used the founding principles from the father of business academia, Peter Drucker. Specifically, that the purpose of a business is create a customer.
"Tuned In" shows you how to address customer problems, and size the market opportunity, then resonate that insight both inside and outside your company. I feel the lessons from from Tuned In bridges the gap between the questions Peter Drucker asks; "What business are you in, what customers do you serve, and what do they value?" and the recent book written by one of Tuned In authors (David Meerman Scott) on "The New Rules of Marketing and PR."
The Six-Step Process is very easy to understand, but more importantly easy to execute in any size business. It allows you to create a culture that learns from customers rather than makes decisions from internal stakeholders. This process marries the customer's needs to the transparent approach to marketing found in "The New Rules" book by allowing the customer voice to be the guiding principle from product inception to all advertising and PR. They have a line in the book that I feel embodies this process and should become part of any companies' DNA...
"Your opinion, although interesting, is irrelevant!"
If you come to any decision, whether tactical or strategic, armed with what the customer says, you are Tuned In. Unfortunately many companies suffer from the following three "Tuned Out" mentalities...
1. Building products that company insiders think are "cool"
2. Following features, benefits or advertising of competitors for your insight to the market or customer
3. Using Executives or Owners opinions for what's most important
Buy a copy of Tuned In, it makes going to work fun as you can unleash the power of your customer's problems or desires into actions that builds better businesses and long lasting customer relations.
Book Review: A Marketing Book That's Not Just For Marketers
Summary: 5 Stars
I'm not a marketing expert; I work with marketing, HR and IT departments, all of whom face the challenges of trying to persuade others in the company to a) trust them, b) adopt their recommendations, or c) consider a new approach, technology or big idea... in other words, internal marketing. Often, they describe this as an uphill battle or hitting a brick wall. Either way, this book lays out both a philosophy and a road map that could help. Lots of good examples - of large and small, well known and unknown companies.
How would I describe Tuned In? Clear. Uncluttered. Colloquial. Compelling.
Book Review: Simple Yet Powerful Advice
Summary: 5 Stars
I would call this book "elegantly simple". There's nothing particularly astonishing about the message, but when you think about it, it's powerful. I immediately started considering about how to revise my web site to deliver a more useful customer message.
There are many good examples. The Zip Car case study is especially strong, showcasing how innovative executives identified an opportunity that the auto rental giants missed because they were too stuck on incremental improvements. Other good examples include Millionaires' Magician, Bill Me Later and Cincom.
This book will force you to think about the value you're providing to your market and to question your assumptions. Those are good things.