"When was the last time you bought a product and said, 'I've got to tell my friends!'? This book will change the way you look at success and failure in the marketplace. When companies think they know what their customers need, it invariably ends badly. But for those who spend the time to really understand the problems potential customers have, success often awaits. I recommend Tuned In to anyone who is looking for a guidebook on how to uncover the obvious opportunities that others do not see."

"Wow. I learned something on every page. I'm convinced the Tuned In strategy will work for anyone who has a breakthrough product, service, company, or cause. The authors make the compelling argument that most marketers focus on traditional and ineffective steps to reach the customer. But success in the marketplace demands that common myths be exposed and replaced with new thinking on how to create and pitch products and services. As a communications coach, I will use these concepts with my clients to help them become 'resonators' who stand out from their competitors."

"Tuned In is the perfect playbook for aspiring corporate and life champions. It presents an unshakeable foundation from which to build greatness. The principles of this great work serve as a compass for keeping our ministry focused as we move from season to season on this great journey.

"You can keep guessing what will lead to your big business breakthroughs, or . . . you can read this book, tune in, and turn on extraordinary results. Highly recommended."

"The most important thing a CEO has to do is make sure his or her company is and stays tuned in. There are ongoing challenges with people, culture, strategy, and execution, but the real difference maker is consistently producing products and services the market loves. This book provides a simple process all CEO's should adopt to help make sure their teams are focused on the most important things that drive success."

"This is a unique and fresh approach to how fortunes are made today."

"Far too many product and marketing managers go about their daily work without understanding the fundamentals of creating a market- driven business. Tuned In offers a proven methodology in an easy-to-understand format filled with real-world examples we all can relate to. It's like a marketing cookbook, but one that instantly makes us experts."

"The music industry has been completely 'tuned out,' not only to their customers, but even more so to the artists whom they claim to represent. For the artists that we represent, and the fans (customers) that we want to reach, Tuned In is a great reminder of what so many established stars, and those on their way, already know; 'Find out what your fans want, and then find a way to give it to them."'