About the Authors
by David Meerman Scott, Craig Stull, Phil Myers
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
- Praise for Tuned In
- Copyright
- 1. Why Didn't We Think of That?: Products and services that resonate
- 2. Tuned Out . . . and Just Guessing: Eliminate the struggle to make connections with your marketplace
- 2.1. But We're the Experts!
- 2.2. The Dollar Nobody Wanted
- 2.3. If We're Not Tuned In, What Are We?
- 2.4. Debunking the Myth That "Innovation Is Everything"
- 2.5. Debunking the Myth That "Revenue Cures All"
- 2.6. Debunking the Myth That "Customers Know Best"
- 2.7. A Missionary Sell?
- 2.8. Are You Tuned In or Tuned Out?
- 2.9. Resisting the Gravitational Force
- 2.10. Is Your Refrigerator Running . . . Updated Virus Software?
- 2.11. Is It a Resonator?
- 2.12. Stop Guessing
- 2.13. Chapter Summary
- 3. Get Tuned In: How do we build, market, and sell what our market will buy?
- 4. Step 1: Find Unresolved Problems: How do we know what market and product to focus on?
- 4.1. Weren't They Just Lucky?
- 4.2. Looking for Problems
- 4.3. Stated Needs and Silent Needs
- 4.4. But Our Business Doesn't Solve Problems!
- 4.5. Show Me How You Write a Check
- 4.6. Meeting with Buyers
- 4.7. Look for Problems in Your Entire Market, Not Just Your Customer Base
- 4.8. Why Not Have Salespeople Tell Us?
- 4.9. You (and Your Family) Are Not Your Buyer
- 4.10. Other Ways to Find Unresolved Problems
- 4.11. Creating Disneyland
- 4.12. Chapter Summary
- 5. Step 2: Understand Buyer Personas: How do we identify who will buy our offering?
- 6. Step 3: Quantify the Impact: How do we know if we have a potential winner?
- 6.1. Urgent, Pervasive, and Buyers Who Are Willing to Pay
- 6.2. First Urgent, Then Pervasive
- 6.3. Whoever Has the Best Data Wins
- 6.4. Tuned-In Impact-Continuum
- 6.5. Solving Problems for Road Warriors
- 6.6. How Much Should We Charge?
- 6.7. The Acid Test and Your Buyer Personas
- 6.8. Developing a Tuned In Business Proposal
- 6.9. Measure What Matters
- 6.10. Tuned In . . . without a Credit Card
- 6.11. Chapter Summary
- 7. Step 4: Create Breakthrough Experiences: How do we build a competitive advantage?
- 8. Step 5: Articulate Powerful Ideas: How do we establish memorable concepts that speak to the problems buyers have?
- 8.1. Concepts That Resonate
- 8.2. Find What's Most Compelling
- 8.3. "The Elevator Speech Is Our Company's Compass"
- 8.4. What's Your Powerful Idea?
- 8.5. These Guys Understand Me!
- 8.6. Danger! Vision and Mission Statements
- 8.7. Resonate Like a Comedian
- 8.8. Treat Every Patient Like the President
- 8.9. Chapter Summary
- 9. Step 6: Establish Authentic Connections: How do we tell our buyers that we've solved their problems so they buy from us?
- 9.1. Authenticity Beats "Messages" Every Time
- 9.2. The Authentic and Transparent Hospital
- 9.3. Connecting with Your Buyers Directly
- 9.4. High Flying Communications
- 9.5. Your Buyers Turn First to the Web to Solve Problems
- 9.6. Think Like a Publisher
- 9.7. "You Must Unlearn What You Have Learned"
- 9.8. What Do Donkeys Have to Do with Marketing?
- 9.9. Chapter Summary
- 10. Cultivate a Tuned In Culture: How do we ensure our organization is tuned in?
- 11. Unleash Your Resonator: How do we become and remain a market leader?
- Notes
- Acknowledgments
- About the Authors
- About Pragmatic Marketing
- Next Steps
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