Tuned In

About the Authors

Craig Stull is the founder and CEO of Pragmatic Marketing Inc., an expert in software product marketing, software sales, operations, and systems programming. His vast experience in the tech industry has positioned him as a thought leader in product management and marketing strategies.

Phil Myers serves as the president of Pragmatic Marketing Inc., leading a global operation that caters to over 35,000 customers at 2,700 technology firms. His leadership and strategic vision have significantly impacted the company's growth and influence in the industry.

David Meerman Scott is a renowned writer, consultant, conference speaker, and seminar leader. As an instructor for Pragmatic Marketing's "Effective Marketing Programs" seminar, he has shared his expertise in marketing and business strategies with a wide audience, helping organizations tune into their markets and achieve success.

Main Idea

The central thesis of "Tuned In" is that true business success doesn't come from luck, creativity, or marketing gimmicks. Instead, it stems from a deep understanding of the market and a genuine connection with what buyers value most. The authors present a six-step process for creating resonators – products or services that so perfectly solve problems for buyers that they essentially sell themselves. By getting tuned in, organizations can uncover unsolved problems in the marketplace and create breakthrough experiences that people are eager to buy.

Table of Contents

1. Introduction
2. Why Didn't We Think of That?
3. The Tuned In Process
4. Common Mistakes of the Tuned Out
5. Get Tuned In
6. Set Up Buyer Interviews
7. Find Unresolved Problems
8. Understand Buyer Personas
9. Quantify the Impact
10. Create Breakthrough Experiences
11. Articulate Powerful Ideas
12. Establish Authentic Connections
13. Cultivate a Tuned In Culture
14. Unleash Your Resonator

Introduction

Hit products and services like the iPod, Starbucks, and FedEx seem to achieve overnight success. However, this success is not a result of luck, creativity, or marketing alone. It is the outcome of understanding what buyers value most and building deep connections with them. The book "Tuned In" explores how any organization can create hits by identifying unsolved problems in the marketplace and providing breakthrough experiences that resonate with buyers.

Why Didn't We Think of That?

The authors argue that true market success is not based on creativity or clever marketing but on solving real problems that buyers are willing to spend money on. This realization led to the development of the Tuned In Process, a six-step method to create resonators – products or services that perfectly address buyers' needs.