Lead on Purpose

Promoting Leadership Principles in Product Management

Tuned In


The expression ‘tuned in’ has been around for a long time, but its meaning is about to change. In a few weeks from now Wiley will release the book Tuned In: Uncovering the Extraordinary Opportunities That Lead to Business Breakthroughs. The book details the Tuned In Process, a six-step method for creating a resonator, a product or service that so perfectly solves problems for buyers that it sells itself. Following are the six steps of the Tuned In process (with clarifying questions):

Step 1:
Find Unresolved Problems. How do we know what market and product to focus on?

Step 2: Understand Buyer Personas. How do we identify who will buy our offering?

Step 3:
Quantify the Impact. How do we know if we have a potential winner?

Step 4: Create Breakthrough Experiences. How do we build a competitive advantage?

Step 5: Articulate Powerful Ideas. How do we establish memorable concepts that speak to the problems buyers have?

Step 6: Establish Authentic Connections. How do we tell our buyers that we’ve solved their problems so they buy from us?

The book details how companies such as Starbucks, Zipcar and Disneyland got tuned in to their markets; how organizations such as NASCAR and Picture Perfect Weddings understand their customers; why products such as the Blackberry and GoPro camera meet specific needs of buyers; and how a magician, a preacher and a doctor all tuned in to specific needs of customers in their niche.

Finding the resonator is key to the success of the company, and tuned in entrepreneurs and executives find ways to make their products and services stand out. They create opportunities for their ideas to take off and become successful. They understand their market and products.

An equally interesting part of the Tuned In study was the contrast of tuned out companies. They tend to exhibit the following behaviors:

  1. Guessing: Guess what the market wants
  2. Assuming: Assume current customers represent the market
  3. Telling: Try to create the need by expensive advertising or an army of salespeople.

Tuned In is written by three great authors:

Craig Stull is the founder and CEO of Pragmatic Marketing, Inc. and the author of the industry-standard Pragmatic Marketing Framework.

Phil Myers is President of Pragmatic Marketing, and a frequent writer, speaker and consultant on the subject of Tuned In Leadership Strategies. Check out Phil’s takeaways from their book tour. (Side note: I met with Phil for lunch a few months back and he kindly gave me an advanced copy of the book).

David Meerman Scott is the author of the bestselling book The New Rules of Marketing & PR and a sought-after keynote speaker. (Side note 2: Check out the podcast I recorded with David in May.)

We will no-doubt be hearing great things about Tuned In for years to come. I highly recommend it to your reading!

<img src=” alt=’Tuned In’ class=’alignnone’ />

3 thoughts on “Tuned In

  1. Michael, many thanks for the terrific writeup of Tuned In. We appreciate it. Glad you found the book compelling. David

  2. Pingback: Tuned In now available « Lead on Purpose

  3. Pingback: The tuned in product manager « Lead on Purpose

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