We believe strongly that the concept of Tuning In isn't something you do once or take a year to plan. It's something you focus in on everyday. The process makes you agile, receptive to new dynamics in the marketplace and produces resonators that your market really appreciates.
It's hard to talk about resonators for very long without getting to the subject of Google. Many folks we've talked to outside the company want to point to luck as the main source of power for this juggernaut. We're convinced it goes deeper and that their success like those of so many others that we've studied is due to being tuned in.
Take how Google responded to the outbreak of fires in San Diego that stranded an estimated 1 million people. Imagine the pain of those forced to flee their homes on a moments notice. And that of friends and family in other parts of the United States suddenly connected to an event personally. The worse parts we heard were not just the gravity of the situation itself but the lack of information about how the fires were progressing and what to do in the interim. News services helped but only partially. With that as a backdrop, check-out the value that Google offered at http://maps.google.com
Maps of the progress and location of each fire along with evacuation centers, road closings, community service volunteer locations and medical support. Today, they are adding areas where its safe to return. Wow!
This is taking the essence of being tuned in to an everyday application of providing value to your market. We don't know what went on inside Google but we can see from the result that they were highly tuned in. The understood and unresolved problem when they saw it and the impact it had on their users. They applied the power of their visualization breakthrough to provide a meaningfull and authentic connection for people when they needed it most. Kudo's to everyone involved in this. I've heard from countless friends who have sons and daughters at San Diego schools and those with family in the area that literally lived on this page over the past couple of days. It provided them with a critical link to information that was truly time-sensitive to them. They won't soon forget this.
Would you have the ability to respond on a moments notice to an opportunity like this?
One of the interesting things we found in our research is that Tuned In businesses and Tuned In leaders are always ready. For a fundamental reason. They view their role as a mission to serve with a purpose to provide value to groups of people they feel they know personally. Examples like what Google did here are impressive to us both in the result and the process they used to generate it.
Tuning In is not an event, it's a process with everyday impacts. Tell us more about some of your experiences.
