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Publisher's Summary

Product and service sensations like the iPod, Starbucks, or FedEx were seemingly successful overnight. But, it wasn't luck, creativity, or clever marketing that led to their breakthroughs. Anyone can create hits that resonate if they stop guessing what people need and start spending their time building real and deep connections to what their buyers value most. A proven strategy for dominating markets developed over 15 years, Tuned In reveals the "secrets" that separate market leaders from followers and failures. It shows you how to stop wasting time and money trying to be innovative and start creating "resonators" - great products or services that people buy without thinking because they solve the problems they have and make their lives better.
Using a simple six-step process, Tuned In teaches you how to discover real and meaningful insights into any market. You'll learn how to identify unresolved problems, understand what buyers really want, create breakthrough experiences, and establish strong, sustainable connections to your market. Through dozens of real-life examples across a wide variety of industries, you'll learn how leaders create products and services that resonate - and the traps many others fall into when they don't.
Anyone can use Tuned In to replicate the model for success. It works for well-known companies like Ford, Apple, and GE and those not-so-famous like GoPro and Zipcar. It works for realtors, doctors, ministers and even rock stars. Tuned In teaches you how to transform your everyday activities into those which create the kind of culture that builds market leaders.
If you want to win in today's marketplace, stop pushing products your buyers don't want with expensive, meaningless advertising. Instead, listen to Tuned In and discover how to connect to what people really want, and � most importantly � how you can become an organization they trust.
©2007 Pragmatic Marketing, Inc. (P)2008 Gildan Media Corp
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Customer Reviews

Most Helpful
5 out of 5 stars
By Anshul on 09-15-08


I thik its excellent for both start-ups as well as current business owners and managers at all levels.

While it is a must read for CEO's even managers and Junior managers should read this.

Anshul Singhal

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4 of 4 people found this review helpful

1 out of 5 stars
By Matt on 08-28-09

Painfully Dull

I can't help thinking that the good reviews that I see here have been bought or faked.

Think Seth Godin, without any of his character, charm, wit or, engaging style of writing and reading.

The writing here is dull, featureless and loaded with jargon and technical language. It's a real struggle to listen to.

What's more, the guy reading it projects all the character of a discarded toothpaste box.

There's no doubt that their message has some merit. But what pity that they're so inept at conveying it. I mean REALLY inept.

They love jargon, they love inventing their own special little technical terms - just for them. They have their own language.

Had they hired a successful, professional author to ghost write their message, I'm sure the book would be good. But as it is - I strongly recommend you move on and try any of Seth Godin's excellent books on marketing. You'll get the point in half the time and with a lot less pain.

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2 of 2 people found this review helpful

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