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Tuned In
Book

Tuned In

Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

Craig Stull, Phil Myers and David Meerman Scott
Wiley, 2008

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8

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Recommendation

The iPod has been a monster hit since the day Apple introduced it to the marketplace in 2001. By 2004, the iPod owned 70% of the market for digital music players. Previous personal music players were difficult to program and use. Apple CEO Steve Jobs and his development team identified that problem, and they set out to solve it by using careful research and focusing on buyers’ wants and needs. Now Apple rules the market. How can your firm emulate Apple’s example? Marketing professionals Craig Stull, Phil Myers and David Meerman Scott detail the process market leaders use to establish breakthrough products. Although much of the advice is common knowledge, if not common sense, the book’s eclectic mix of corporate case studies, such as stories from Apple and TheaterChurch.com, make this guide an entertaining read. getAbstract recommends this manual to industrial designers, marketing professionals and other innovators.

Take-Aways

  • Many corporate decision makers use intuition, guesswork, and untested opinions to plan and develop new products. This “tuned out” approach is backward.
  • Instead, adopt a “tuned in” approach.
  • Discover your buyers’ “unresolved problems” and “silent needs.” Seek new problems that your product or service can solve.

About the Authors

Craig Stull is the founder and CEO of a technology product management and marketing firm. Phil Myers is the firm’s president. Author and lecturer David Meerman Scott conducts seminars for the firm.

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