Tuned In: Uncover the Extraordinary Opportunities That Lead to Business BreakthroughsISBN: 978-0-470-26036-4
Hardcover
224 pages
June 2008
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This well-reasoned and useful guide argues that successful
innovators can develop products that "resonate" by connecting
deeply with consumers. This simple idea is delivered in a
conversational tone and illustrated in well-structured chapters
laying out a six-step "Tuned in Process" and examples that span
borders and industries. From anecdotes about countryside hotels
that sprouted up to provide respite for Japanese salarymen to
Nalgene plastic bottles, which escaped the laboratory to achieve
cult status and ultimately mass market consumer appeal, fascinating
case studies abound. However, as appealing as the concept and the
many examples are, the enthusiastic presentation begins to grate;
the repeated invocation of the "Tuned in Process" may tire readers
looking for more subtlety and fewer sound bites. Still, there is
sufficient fodder for anyone who wants to shake the sleep out of an
organization and renew a focus on creating the kind of value that
customers are willing to pay for. (June)
(Publishers Weekly, April 7, 2008)
"...helpful summaries...lively read for sales and marketing departments" (Training & Coaching Today, September)