Had a nice opportunity to connect with Linda VandeVrede www.vandevredepr.com this weekend about the progress on our book. You can catch up with the interview at http://www.valleyprblog.com/?p=557. She asked me an interesting question ... how did you, Craig and David get together on this and why does it take three of you to write a book?
OK. You can add your own punch line here. I was tempted too.
We had to admit that while it was obvious to us, it's a legitimate question. The really interesting part of studying this whole tuned in process has for us been seeing how much convergence is required between business strategy, product management and marketing communications. We've come to believe (and observe in the successes and failures we've seen) that it requires all three legs of the stool to truly tune in. Two out of three won't cut it. We see great strategies and leaders fall flat all the time from poor execution. The reverse is true as well.
So the direct answer is that our work is connected and dependant on each other. There are no great products unless you want to buy. There are no great strategies unless you produce a product or service that resonates. Tuning in means developing real and deep connections to what your market values most. And that requires that all three need to be connected.
