Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Stull, Craig, Phil Myers & David Meerman Scott
John Wilen & Sons, Inc., Hoboken, New Jersey, 2008
Tuned In provides a six step process for the reader to find opportunities which will lead to the new hot item, termed "resonator." These steps are focused on looking to the outside marketer first to find unresolved problems and understanding the personas of the buyers (not necessarily those of who will use the good or service). Finally, with a great product, the authors provide smart ways of bringing it to market.
This book is useful not only for people who work in business. The ideas can be applied to organizations in different sectors, such as non-profit, government and academic.
It does test your underlying assumptions of what "research" is. It is now not only about reading reports and learning things from books. Its about listening to your customers, and people who are not your customers. The authors even maintain a blog so you can talk to them and other readers about the ideas in the book
I highly recommend this book to anyone interested in making something really cool.
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