Chapter 1. Why Didn't We Think of That?
Chapter 2. Tuned Out . . . and Just Guessing
Chapter 3. Get Tuned In
Chapter 4. Step 1: Find Unresolved Problems
Chapter 5. Step 2: Understand Buyer Personas
Information for people in the laboratory market is available at www.nalgenelabware.com, for general consumers www.nalgeneoutdoor.com, and for the green buyer at www.refillnotlandfill.org.
Chapter 6. Step 3: Quantify the Impact
Chapter 7. Step 4: Create Breakthrough Experiences
Chapter 8. Step 5: Articulate Powerful Ideas
Chapter 9. Step 6: Establish Authentic Connections
Chapter 10. Cultivate a Tuned In Culture
Chapter 11. Unleash Your Resonator
[1] Train-line hotels: David lived in Tokyo from 1987 to 1993 and took the train to work every day.
[2] Wellbe Hotels: see http://www.wellbe.co.jp/
[3] David's book: The New Rules of Marketing & PR, John Wiley & Sons, Inc. # 2007
[4] Russell Shaw: We interviewed Russell in October 2007. The Russell Shaw Group's Web site is at www.nohasslelisting.com.
[5] "1,000 songs": This line was used in the first TV commercial for the iPod and Steve Jobs made a specific reference to the value of a thousand songs in the launch presentation he gave in 2001, adding, "This is a quantum leap because for most people this is their entire music library. This is huge!"
[6] "Absolutely, Positively": See www.fedex.com/cgi-bin/global_legal.cgi?cc=us&sc=/legal/copyright/au.html.
[7] The Tuned In Organization: Richard Branson was profiled in Inc. magazine's "26 Most Fascinating Entrepreneurs" in March 2005. Grant Griffiths' Kansas Family & Divorce Lawyer blog, at the time of this writing, is the number one listing in Google when searching for "Kansas family law." See www.kansasfamilylawblog.com for his blog. In the announcement for Habitat for Humanity's two hundred thousandth home, they note it took twenty-four years to build the first hundred thousand homes and only five years to build the second hundred thousand. See www.habitat.org/celebrate_build/press/200k_house_announcement.aspx. Barack Obama's "savvy Internet campaign" was described in the San Francisco Chronicle on April 5, 2007 (see www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2007/04/05/OBAMA.TMP) and in Time on July 5, 2007 (see www.time.com/time/magazine/article/0,9171,1640402,00.html). TheBarackObamaWebsiteshowsmorethan 1 millioncontributors. See www.barackobama.com See www.thedailyshow.com and www.medialifemagazine.com/artman2/publish/Cable_20/Hefty_bounces_for_Stewart_and_Colbert.asp for Jon Stewart's The Daily Show. See www.lakewood.com for Joel Osteen's Lakewood Church.
[8] What led to Tuned In: Market-driven organizations were studied by George S. Day and Prakash Nedungadi in "Managerial Representations of Competitive Advantage," Journal of Marketing 58 (1994): 40. Software Minds researched product-management best practices for Pragmatic Marketing in 2004, and we conducted interviews with thirty technology CEOs in 2006.
[9] Surveys: Pragmatic Marketing conducts annual surveys to understand the current professional life of product managers and marketers, and the effectiveness of corporate strategies at technology companies. For 2007 over 3,500 responses were received. The results from these and previous surveys underpin the arguments in this book.
[10] Building a better mousetrap: See www.victorpest.com/canada/history.asp.
[11] Dollar coin: John P. Caskey and Simon St. Laurent, "The Susan B. Anthony Dollar and the Theory of Coin/note Substitutions," Journal of Money, Credit, and Banking 26 (1994). Jillian Leifer "The Susan B. Anthony Dollar: A retrospective" The Numismatist, official publication of the American Numismatic Association, October 1998. The formal name of the vending machine lobby is National Automatic Merchandising Association (NAMA).
[12] "Where's the Beef": See www.wendys.com/legal.jsp for Wendy's copyright on this phrase.
[13] Internet refrigerator: "No Need for PCs with Intelligent Fridges," LG Electronics press release issued by PR Connections, December 13, 2000. Today, due to advances in electronics, the product's cost is half that of the original (although still many times the average cost of most refrigerators currently available).
[14] Sony and DRM: This issue was first reported on October 31, 2005, by Mark Russinovich on his blog and attracted worldwide attention on the Internet and in other media. (See blogs.technet.com/MarkRussinovich). Sony BMG provided information to consumers and a way to trade CDs for new ones. (See blog.sonymusic.com/sonybmg/archives/111505.html). Soon after Texas, California, and New York sued Sony BMG, law student Mark Lyon started a blog to track Sony BMG XCP rootkit lawsuits. (See www.sonysuit.com.)
[15] 1–800 phone numbers: See "Spelling Trouble" by Chris Sewell, Telephony, October 14, 2002, available at icbtollfree.com/pressetc/telephonyarticle10142002.html.
[16] Avis: For more on the history of Avis, see www.avis.com/AvisWeb/JSP/global/en/aboutavis/corp_info/historical_chronology.jsp.
[17] Zipcar: We interviewed Robin Chase in November 2007. Other useful information came from "Part-Time Wheels: City Dwellers Share Cars through New Service" by Heidi B. Perlman, Associated Press, http://www.onlineathens.com/stories/072000/new_0720000010.shtml; and from "Scott Griffith: Zipping Ahead" by Lisa van der Pool, Boston Business Journal, August 24, 2007; and "Zipcar is shifting into high gear as market widens" by Yoon S. Byun, The Boston Globe, January 13, 2008. http://www.boston.com/cars/news/articles/2008/01/13/zipcar_is_shifting_into_higher_gear_as_market_widens/. Numerous customer video testimonials are on the Internet, including "A Zipcar Story" www.youtube.com/watch?v=nQPZfmuK Dos, "Foggy Evening with Zipcar" www.youtube.com/watch?v=VUL1 li6H1B8, and "Surprise Visit Via Zipcar" www.youtube.com/watch?v=ViA2wKkOI3E.
[18] TV remote control: "New Survey Details America's Relationship with TV Remote Control," Philips Consumer Electronics Company press release issued via PRNewswire, September 22, 1994. Philips is the company behind Magnavox products. http://www.langston.com/Fun_People/1994/1994AWM.html
[19] Volvo: See www.volvocars.com/experience/safety.htm.
[20] Quicken: We interviewed Steve Bennett, CEO of Intuit, in October 2007.
[21] Self-service gas pumps: "Marketing Mistakes in New Business Ventures" by Howard Upton, Spirit magazine, April 1991, page 27.
[22] Blogs: David Sifry, the founder and chairman of Technorati, wrote "The State of the Live Web" in April 2007, saying Technorati tracks over seventy million blogs. See www.sifry.com/alerts/archives/000493.html.
[23] Disneyland: For an analysis of how Disney tuned in, see Spinning Disney's World: Memories of a Magic Kingdom Press Agent by Charles Ridgway, published by Intrepid Traveler, 2007.
[24] Nalgene bottles: We interviewed Eric Hansen, Marketing Manager, in September 2007.
[25] Wedding planning: We interviewed David Liu, CEO and cofounder of The Knot, in November 2007. See www.theknot.com for the wedding planning site and www.thenest.com for the "Nesties" community site.
[26] Security Moms: See www.time.com/time/columnist/klein/article/0,9565,421149,00.html.
[27] Surfer camera: We interviewed Nicholas Woodman, founder and CEO of GoPro in November 2007. Customer uploaded videos taken with their GoPro camera can be seen at gopro.vsocial.com or www.goprocamera.com.
[28] StubHub: The following press releases give details and can be found via Web search engines: "StubHub (an eBay Company) and MLB Advanced Media Forge Long-Term Online Secondary Ticketing Partnership," August 2, 2007; "eBay to Acquire Online Tickets Marketplace StubHub," January 10, 2007; and "StubHub Approaches Ten Millionth Ticket Sale," October 5, 2007.
For online merchants who offer Bill Me Later, see shopping.billmelater.com/merchants/index.html. The Inc. 5000 profile of Bill Me Later is at www.inc.com/inc5000/2007/company-profile.html?id=200700060.
[2828] BlackBerry: "Research In Motion Reports Preliminary Fourth Quarter and Year-End Results for Fiscal 2007, Status Update, April 11, 2007 and SEC filings for years 2005–2007," Research In Motion news releases can be found at www.rim.com/news/press/.
[2829] Bill Me Later: The introduction to this section was synthesized from the following articles: "Big Plastic's Online Challenger" by Peter Burrows, Business Week, December 30, 2005 (see www.businessweek.com/technology/content/dec2005/tc20051230_391101.htm); "Credit Card Fraud Bedevils Web" by Craig Bicknell, Wired.com, April 2, 1999 (see www.wired.com/techbiz/media/news/1999/04/18904); and "Credit Card Killer" by Erika Brown, Forbes.com, December 11, 2006 (see members.forbes.com/forbes/2006/1211/068.html).
[31] National Community Church: The church's Web site is at theaterchurch.com. Mark Batterson's "Evotional" blog can be found at www.evotional.com, and Mark and his team are profiled at theaterchurch.com/about/staff. We interviewed Mark Batterson in October, 2006.
[32] Boeing Dreamliner: See www.boeing.com/commercial/787family; "How Boeing Put the Dream in Dreamliner" by Douglas Gantenbein, Smithsonian, September 2007 at www.airspacemag.com/issues/2007/september/dreamliner.php; and www.boeing.com/randy/archives/2005/07/the_magic_is_ba.html.
[33] Distinctive competence: For FedEx, see www.fedex.com/hn_english/about/facts.html and www.alexa.com/data/details/main/fedex.com. Volvo discusses its approach to safety at www.volvocars.com/experience/safety.htm. Interlink describes the RemotePoint Navigator 2.4 at www.smklink.com/index.php?id=Mzk1. For more on Zipcar, see www.zipcar.com; for Cityside Garage, www.citysidegarage.com.
[34] Cold Stone Creamery: We interviewed Doug Ducey in October 2007 who provided us with financial information. For more on the company, see www.coldstonecreamery.com/about/press_room.html.
[35] Bush White House slogans: See www.whitehouse.gov/news/releases/2006/08/20060830-10.html.
[36] Buyer persona: For FedEx reliability, see www.fedex.com/us/about/unitedstates/advertising. For Volvo safety, see www.volvocars.com/experience/safety.htm.
[37] U.S. Army: See www.goarmy.com.
[38] HubSpot: The company shares its vision at www.hubspot.com/internet-marketing-company. Mike Volpe's career is summarized at www.hubspot.com/company/management/mike-volpe.
[39] "The Millionaires' Magician": We interviewed Mark Levy in November 2007 and Levy communicated with Steve Cohen as we prepared the manuscript. See "Magician to the Rich" by Matthew Miller at www.forbes.com/forbes/2005/1010/060.html; Steve Cohen's Web site at www.chambermagic.com; and Mark Levy's site at www.levyinnovation.com.
[40] Bayer: See the company's mission statement. at www.bayer.com/en/bayer-mission-statement.pdfx.
[41] Resonate Like a Comedian: See www.comedy-zone.net.
[42] Jeff Foxworthy: See www.jefffoxworthy.com and http://www.brainyquote.com/quotes/authors/j/jeff_foxworthy.html.
[43] Treat Every Patient Like the President: We interviewed Dr. Eleanor Mariano in October 2007. See also www.drcmariano.com.
[44] Stardoll: Barbie's mission can be found at barbie.everythinggirl.com/parents/mission.asp. Web traffic rankings can vary over time and by different measurement systems. For this book we used the current information at www.alexa.com. "Donna Karan, Sephora to Sell in Stardoll Web World" by Michele Gershberg, Reuters, September 26, 2007, can be found at www.reuters.com/article/internetNews/idUSN2545791320070926. For more on Stardoll, see http://www.stardoll.com/en.
[45] Beth Israel Deaconess Medical Center: We interviewed W. Paul Levy, president and CEO of Beth Israel Deaconess Medical Center, in November 2007. His blog post on ventilator-associated pneumonia is at runningahospital.blogspot.com/2007/01/reducing-ventilator-associated.html.
[46] Connect with Your Buyers Directly: David's blog is at www.webinknow.com. MarketingSherpa's site is at www.marketingsherpa.com.
[47] Blue Angels: See www.blueangels.navy.mil.
[48] VMI: See www.vantagemobility.com.
[49] "Unlearn What You Have Learned": We find this quote from Yoda perfect for describing the challenge marketers face when dealing with the "New Rules of Marketing." See fragme.blogspot.com/2006/10/star-wars-yoda-quotes.html.
[50] Shoot the Donkey: We interviewed Cincom's PR manager, Steve Kayser, in November 2007. For the Cincom Expert Access eZine, see www.cincom.com/us/eng/expert-access/index.jsp. Reader comments can be viewed at www.cincom.com/us/eng/expert-access/readerreviews/index.jsp?loc=usa.
[51] iPod: For the announcement of one hundred million units sold, see www.apple.com/pr/library/2007/04/09ipod.html. For currently available material in the iTunes store, see www.apple.com/itunes/store. For a list of retail stores, see www.apple.com/retail/storelist. For news on market share, see macdailynews.com/index.php/weblog/comments/12374/.
[52] Segway: For information on the vehicles' use by government agencies, see www.segway.com/police-government/customers.php. For numbers sold through September 2006, see www.cpsc.gov/cpscpub/prerel/prhtml06/06258.html.
[53] TiVo: See www.tivo.com/whatistivo/index.html.
[54] Southwest Airlines: For baggage limits, see www.southwest.com/travel_center/baggage.html.
[55] Newton: For a description, see www.news.com/The-history-of-Apple/2009-1001_3-201295.html. Apple's own Web site contains no references to the Newton product line! For a list of the 21 biggest technology flops, see www.computerworld.com/action/article.do?command=view Article Basic&articleId=9012345&pageNumber=1. For Apple's stock price from before the iPod to October 2007, see finance.yahoo.com/q/hp?s=AAPL&a=00&b=1&c=2001&d=09&e=31&f=2007&g=m.
[56] Light bulb: Joseph Swan was an English physicist and chemist who obtained a patent in 1860 for the electric light bulb. Thomas Edison later purchased this patent. See www.thehistoryof.net/the-history-of-the-light-bulb.html.
[57] Cell phone parking lots: See www.wisegeek.com/what-are-cell-phone-parking-lots.htm and www.concierge.com/cntraveler/blogs/perrinpost/2007/09/airport-cellpho.html.
[58] Restaurant waiting: See www.somtumms.com.
[59] Forever Stamp: See www.usps.com/prices/prices_forever.htm.
[60] Microcredit: See www.un.org/News/Press/docs/2004/dev2492.doc.htm.
[61] Farm Aid: For details on the success of Farm Aid in raising funds, see www.wnyc.org/news/articles/85301, www.farmaid.org/site/c.qlI5IhNVJsE/b.2723609/k.C8F1/About_Us.htm, and www.farmaid.org/site/c.qlI5IhNVJsE/b.2739785/apps/s/content.asp?ct=4457185 for details of the success of Farm Aid in raising funds. For the "Top of the Haystack" contest site, see topofthehaystack.ning.com.
[62] Paint: For information on the success of the new packaging, see www.packagingdigest.com/whitepaper/track.php?id=170, www.robertfalls.com/case_studies/dutchboy.html, and ewweb.com/mag/electric_nurture_renegade_ideas.
[63] ESPN: For information on the full range of services currently offered by ESPN see www.hearstcorp.com/entertainment/property/ent_espn.html.
[64] Books: See www.boggsspace.com.
[65] Heather Hamilton: For her One Louder blog, see blogs.msdn.com/heatherleigh/default.aspx.