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From:Craig Stull , Phil Myers , David Meerman Scott , Wiley ,
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User Rating: Amazon Sales Rank:#9855 |
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3 of 4 customers found the following review helpful:
If you want your business to fail, don't read this book, 2008-07-02
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.
3 of 4 customers found the following review helpful:
Marketing starts with a customer who has problem or desire..., 2008-07-02
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.
3 of 3 customers found the following review helpful:
A Marketing Book That's Not Just For Marketers, 2008-07-01
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.
2 of 3 customers found the following review helpful:
Simple Yet Powerful Advice, 2008-07-01
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.
3 of 4 customers found the following review helpful:
Great, practical advice for entrepreneurs, 2008-06-29
I have been working in and around startups most of my professional life.
This book provides some great practical advice on how to create the *right* product that will resonate in the market.
The style is easy to read without being overly simplified so as to be useless (which seems to be the case in many popular business books).
I've read parts of the book several times now as these issues continue to crop-up.
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