|
An excellent example comes from Magnavox. "Tuned in." The company didn't tune in when it created Newton. Through this process, Magnavox stumbled on a problem we all have (including my own household) -- we lose our remotes on a regular basis.So what does the company do. In promoted "1000 songs in your pocket," Apple solved several problems: giving people a way to carry their songs in something small, making it easy to get songs from computer to iPod and creating a product that is easy to use.Not all stories in "Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs" come from big and innovative companies like Apple.
It doesn't. In fact, the book tells about a tuned in magician (one-person business), niche camera (not a well-known brand), and a company's newsletter.Many companies fail to ask prospects what problems they need solving. Instead, they create a problem and a solution that they think people need. Why did Apple Newton fail while iPod succeeded. When a company knows its customers well enough, it knows where to find them and interview them to tune in.The book could use more examples especially of one-person or very small business stories like the magician who found his niche. Sometimes customers don't know that answer and the tuned in company must help them figure it out.
It added a button on its TV sets that locates the remote. This feature should become a standard for ALL TV-related products that come with a remote.Some employees think talking to friends and family helps them tune in.
The start of the book captivates, but then it drags by the middle as it falls in the trap of what some business books tend to do and starts spending too much time on its framework. The iPod was a different story.
They can't always be target customer for a company's products and services. Did the company think people needed more features on their TV sets.No.
Instead, Magnavox talked to customers asking them about the problems they had with their TVs. Here's where knowing customers enters the picture.
The examples draws the reader in more than anything else.For the most part, "Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs" is a fast and breezy read offering valuable insight into the six-step process for tuning in by using real-life examples.
Being 'tuned in' to the market means building a product that resonates with buyers, focusing on a market full of customers and not just the one. I talk to product managers every week and they always ask "How do I convince my management." If your management team doesn't understand the role of the market in making product decisions, get Tuned In. Many companies rely on development ideas or sales people's deals, or they listen to one big customer and assume that they've listened to the market. The book introduces a six step process to create a product that sells itself. Based on 15 years of industry experience and research, Tuned In shows executive teams the steps to product success.
The examples and stories are sure to entertain, educate and inspire.CONCLUSIONBuy this book. They have in essence seen what works and what does not. The book does more than just put to bed the saying of "The customer is always first" it gives real meaning to the saying and at the same time exposes how that saying is more complex than 5 simple words. Their are many revelations as to why so many companies/products fail, and they all really hit home.
Which for this particular niche is very good. With several books each, they have a combined library of around 10 published books. Compared with the competition including themselves the book stacks up nicely.BRIEF SUMMARYThis book focuses on 'Tuning In' to your customers. Articulate powerful ideas 6.
Do you focus on your customers problems or your companies problems. The majority of there other books are all highly rated books 4-5 stars on most sites. 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 problems 2. BOOK IN CONTEXTThe cumulative biography of all the authors is very impressive.
Establish authentic connections The 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. The resounding answers is to focus on your customer in the correct manner and the cash will follow.MY REACTIONSPersonally I'm pretty new to marketing, so for me the book was definitely a 5 star. Almost all the concepts where new to me, and really made me stop and think. Quantify the impact 4. All authors have spent most of their lives working with marketing in one what or another and have bios that tout, "they are the real deal". I'm sure that a marketing guru may already know some of these concepts because they work in that specialized field, however I'm sure that many products that have failed throughout history had big salaried CEO level marketing managers who could learn a few things from this book.
Understand buyer personas 3. Create breakthrough experiences 5. There are a few points where the book gets a bit dry, but it's not for very long. "If it's so easy to understand and it makes so much sense, why don't more companies get tuned it." Is the real question this book answers and is the question you should consider when reading it.Cory LamleEditorFindingFreedom.com
Or (quoted from the book);"The perfect solution to a specific problem""A product or service that people want to buy without being coerced""An offering that establishes a real and direct connection to what your market values most""An idea that people immediately understand has value to them, even if they have never heard of your company or its products and services"The book describes the six steps of creating the resonatorContentsChapter 1: Why Didn't We Think of That.Chapter 2: Tuned Out. It's so simple that make you think "There's no reason I shouldn't believe this."Insight: 6/10: The real substance of the book is how it connects the concepts to examples. Once the excitement in the topic fades, the authors move onto another topic.Reading Experience: 7/10: Reading "Tuned In" is enjoyable. Moreover, this book tries hard not to bore you. However, the way the authors present the concept with clear and concise examples is refreshing. The concepts are not complicated.
They are straight to the point with great examples all over the book.Distinction: 5/10: The concept of this book is another "customer-centric innovation". There are hundreds of this kind of book on the shelf already. "If it's so easy to understand and it makes so much sense, why don't more companies get tuned it.""Tuned In" by Craif Stull, Phil Myers & David Meerman Scott is a book on how to create the "resonator", the product that sells itself. The six steps to create the "resonator" are very easy to apply. You can't really deny the proven concept, customer-centric innovation. You will not find deep analysis or research in a particular subject. If you are swimming in the ocean of books on innovation and could not find a good book that you can get your team or yourself rolling right away.
The authors showed examples ranging from the ice-cream shop to the comedian to Apple to the presidential election. and Just GuessingChapter 3: Get Tuned InChapter 4: Step 1: Find Unresolved ProblemsChapter 5: Step 2: Understand Buyer PersonasChapter 6: Step 3: Quantify the ImpactChapter 7: Step 4: Create Breakthrough ExperiencesChapter 8: Step 5: Articulate Powerful IdeasChapter 9: Step 6: Establish Authentic ConnectionsChapter 10: Cultivate a Tuned In CultureChapter 11: Unleash Your Resonator.Let's compare "Tuned In" to the ideal business book that is easy to understand, distinct, practical, credible, insightful, and provides great reading experience.Ease of Understanding: 9/10: This book is very structured and it's very hard to NOT understand. You'll read the contents of the books about how to create a "resonator" and you'll think "Now. This concept of the book is identical to others: just better.Practicality: 8/10: The six steps (plus what should be done before and after the steps) are simple enough to follow no matter what industry you are in. The various examples with simple yet solid steps will make you think that you can do it.Credibility: 8/10: The vivid examples, again, "resonate" well with the concepts and steps. How are you trying to convince me." Craig Stull, Phil Myers, and David Meerman Scott will then give you simple explanations and excellent examples.Overall: 7.2/10: As I mentioned far too many times already that the examples of this book are excellent. This example-driven practical book on customer-centric innovation is tuned in for you.
This book has a bigger agenda, where the authors help you see how to succeed in all the parts of an offering, from product development to marketing. I got the preview, but it is being published today. So when the book differentiates between listening to your customers and listening to your overall market, I hear them. Well sure you'd rather have real information on which to base your decisions than "gut feel." Certainly innovation for innovation's sake is doomed to failure.There are these kind of "Well, duh." ideas on every page. Most companies don't act as if these ideas are obvious--just the opposite.In my last book, I tried to help people take these approaches in Internet marketing. They tell so many great stories that illustrate their big point, which is that you need to be willing to listen to what's going on around you to really produce a business breakthrough. But even though I know where the authors are coming from, I was still riveted by this book.
I found myself sorry when the book ended, because the stories are so helpful in driving the philosophy home, and each story is interesting on its own merits.I am a big fan of David's, and if you read his last book, you would be too. So, I recognized David's voice in places throughout the book, especially when it explains how to detect the difference between tuned-in and tuned-out marketing.But I also recognize the voices of Craig and Phil, because I am a certified product manager from their company, Pragmatic Marketing. I was lucky enough to be given a preview copy of a great new book by Craig Stull, Phil Myers, and David Meerman Scott called Tuned In. So often, a really great book says something that seems completely obvious--right after you hear it. This book is one of those.Well of course you need to talk to your whole market and not just your existing customers. But they are obvious only in retrospect. If you've ever wondered why your company is stultified in its strategy, and why it strangles every successful product idea before it ever sees the light of day, read this book. But I was even more surprised to hear about how they've targeted other groups to help them, ranging from politicians interested in telling a green story to landlords looking to add Zipcars as a differentiator against other rental properties.Zipcar is just one of dozens of stories that bring the Tuned In principles to life.
It was a very interesting experience to read this book, because I feel as though I understand the authors' perspectives so well already. And they succeed, both because of these blowhard-skewering truths and because they have a rich set of stories that put these ideas in action.I was fascinated by the case study for Zipcar, a business I was aware of but had never tried. When they tell you that you need to get out and talk to people to identify the ideas that will resonate, I remember hearing in class: "Nothing good ever happens in the office."So, nothing this book said really surprised me. And that's the real genius of the book. The way they first identified the needs of city dwellers who occasionally need a car, but don't need the hassles of owning one, was an eye-opener for me. It will challenge you to transform your company or leave it.[.].
|
