Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs was a book making the rounds at my work, so I thought I would give it a read. The premise of the book is that companies are often tuned out to what the market needs and what the customer really wants. Rather than doing market research and really listening to the market, companies often go with "gut-feeling" or develop a product and then do market research, often leading to failure. One example given was the Susan B. Anthony coin that was really a flop, because the government didn't create it to solve the problem of consumers, they created it to solve their problem.
A phrase used throughout the book has recently made its way into meetings throughout my company is "Your opinion, while interesting, is irrelevant." And it is a pretty powerful statement. If companies want to be successful, they need to stop using "gut-feelings" in product development.
The book is thirteen years old, so I was a bit amused by some of their examples that are really obsolete. Like Blackberry, they spoke about them being an innovative company. This book was written before Facebook was a thing. Before iPhones and certainly before iPads. This book was written when Magnavox televisions were still relevant.
Bottom Line - It doesn't matter that this book is thirteen years old, the concepts are long lasting.
Details:
- Tuned In by Craig Stull, Phil Myers, David Meerman Scott
- Pragmatic Marketing
- Pages: 203
- Publisher: Wiley
- Publication Date: 6/1/2008
- Buy it Here!
Post a Comment