Book Reviews
The Book | Pragmatic Marketing | Authors | Excerpt | Reviews
"...for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for."
Publishers Weekly
"If you read nothing else: Chapter Eight, "Articulate Powerful Ideas," is a mini marketing seminar on how best to talk about your business and how to talk about it differently to different groups."
Leigh Buchanan, Inc. Magazine
"...in-depth treatment from three marketing gurus with a guide to creating products that meet needs so obvious that they almost sell themselves."
Kirk Shinkle, US News & World Report
"...for leaders ready to step out from behind their computers to observe, listen and ask pointed questions on what is needed and by whom."
Benjamin Ola. Akande, St. Louis Post Dispach
"The book reinforces an extremely good rule of thumb for all businesses, and that’s listening. But listening takes many forms and your audience won’t always talk directly to you by filling out a questionnaire or attending a focus group. You have to dig deeper and “Tuned In” walks you through the process of discovering new opportunities, understanding the persona of the buyer, creating a unique experience and quantifying the ROI to fill the need."
David Spark, The Spark Minute
"This book is a definite wake-up call for any company struggling to stay relevant to new markets and overly reliant on existing customers or market segments."
Shiraz Datta, Data by Da{t}ta
"So often, a really great book says something that seems completely obvious-right after you hear it. This book is one of those."
Mike Moran, Biznology Blog
"Some of the greatest ideas are great because they are obvious - or rather, they feel obvious after you’re exposed to them. The ideas presented in Tuned In are obvious and presented in such a “smack your forehead” way that makes you wonder why you didn’t tie them all together yourself."
Paul Young, Product Beautiful
"Tuned In is a well-written, insightful book that businesses of all sizes, from the one-stop mom and pop shops to the multi-gazillion dollar behemouths could benefit from. It's full of useful stories, analogies, anecdotes - and thankfully - devoid of worthless abstractspeak, AKA corporate gobbledygook."
Steve Kayser, Cincom Systems
"It’s a must read for anyone who struggles to get their product or service to resonate with their market (or anyone who struggles with someone always offering their opinion with little to back it up)."
Bill Gammell, ÜberEye Marketing Blog
"Tuned In’s structure, concept, and content deserves study by every author looking to write a book that establishes them as obvious experts in their field. Its a prototype, or template, that both new and experienced authors can profit from in multiple ways."
Roger C. Parker, Published & Profitable
"...provides a clear reminder for all of us to keep our focus on customers and their needs from the beginning, and throughout, the innovation process."
Mike Docherty, innovation.net
"...a must read for anyone involved in productization. The tuned-in approach draws your focus to understanding who your buyers are and making sure that you’re solving real problems that exist for them."
Andrew Butel, Business Savvy Software
"After 22 years leading high tech marketing teams, I couldn't help but ask myself, where was this book for all those years when I needed it?"
Art Petty, Art Petty on Management
"I had the opportunity to review an early draft of the book several months ago. It was riveting... because the book is insightful and useful. And, it addresses a question I have struggled with for years: How do you increase your chances of building a runaway success of a business? "
Dharmesh Shah, Hubspot's Internet Marketing Blog
"This book is a definite wake-up call for any company struggling to stay relevant to new markets and overly reliant on existing customers or market segments."
Louis Columbus, The Perfect Customer Experience
"We will no-doubt be hearing great things about Tuned In for years to come. I highly recommend it to your reading!"
Michael Ray Hopkin, Lead on Purpose
"...looks at the companies that are making it with today's buyers, analyzes how they're doing it, and then provides a recipe for similar success in a way that is accessible and insightful. I think you'll enjoy it."
Kristin Zhivago, Revenue Journal
"One of the things I like best about this book is that the presentation of the concepts in done heavily through examples. Some business / marketing books are very theoretical and don't include any practical examples to illustrate the concepts, but this book uses lots of interesting examples throughout which makes it a lot easier to really understand the message. "
Mike Volpe, VP Marketing at HubSpot
"I can only say if you have any desire to understand how to tap into opportunities that present themselves in your legal practices, then BUY THIS BOOK...This book is filled with real life examples of why some businesses succeed and others do not based upon the principles discussed in the book and the way the book is written brings the theories to life and makes them eminently relatable. And Tuned In has now become a 'must read' for my clients."
Susan Cartier Leibel, Build a Solo Practice
"A good book for todays marketing challenges with exceptional application to differentiation and finding high value segmentation."
Reg Nordman, Knights on the Road
"Check out this awesome book! The Tuned In Blog is a phenomenal blog all about succeeding as a business. Check it out and buy the book!"
Young Fox Consulting
“When was the last time you bought a product and said, ‘I've got to tell my friends!’? This book will change the way you look at success and failure in the marketplace. When companies think they know what their customers need, it invariably ends badly. But for those who spend the time to really understand the problems potential customers have, success often awaits. Tuned In shows, step-by-step, how companies and individuals can create unique products and services in areas that established organizations fail to recognize. From global corporations to individuals looking for their next career move, I recommend it to anyone who is looking for a guidebook on how to uncover the obvious opportunities that others do not see.”
Rob McGovern, Founder of CareerBuilder.com, Chairman and CEO, Jobfox.com
"This is a unique and fresh approach to how fortunes are made today.”
Rick Page, Author of the #1 Sales bestseller Hope Is Not A Strategy
“The most important thing a CEO has to do is make sure his or her company is and stays tuned in. There are ongoing challenges with people, culture, strategy and execution, but the real difference maker is consistently producing products and services the market loves. This book provides a simple process all CEO's should adopt to help make sure their teams are focused on the most important things that drive success.”
Steve Bennett retired CEO of Intuit
“Wow. I learned something on every page. I'm convinced the Tuned In strategy will work for anyone who has a breakthrough product, service, company or cause. The authors make the compelling argument that most marketers focus on traditional and ineffective steps to reach the customer. But success in the marketplace demands that common myths be exposed and replaced with new thinking on how to create and pitch products and services. As a communications coach, I will use these concepts with my clients to help them become 'resonators' who stand out from their competitors.”
Carmine Gallo, Communications Coach, Author of Fire Them Up!
“You can keep guessing what will lead to your big business breakthroughs... or... you can read this book, tune in, and turn on extraordinary results. Highly recommended.”
Michael Port, Author of Book Yourself Solid and Beyond Booked Solid
"Far too many product and marketing managers go about their daily work without understanding the fundamentals of creating a market-driven business. Tuned In offers a proven methodology in an easy-to-understand format filled with real-world examples we all can relate to. It's like a marketing cookbook, but one that instantly makes us experts"
Nilofer Merchant, CEO of Rubicon Consulting
"The music industry has been completely 'tuned out', not only to their customers, but even more so to the artists whom they claim to represent. In the past, the major record labels have been able to get away with this because if you wanted to sell your music, you had to go through them. Their success was based on a handful of multi-platinum superstars who paid the bills for all of the other failed attempts. Today, control is shifting to both the artists and the fans. Tuned In is a straight-forward, common-sense approach to making connections with the marketplace, which is why its' message may seem to be such a radical change of thinking to an industry that has been calling their shots from an half-century-old playbook. Tuned In is a wake-up call for the 'old' music industry, who will either become completely irrelevant, or will wake up and discover who their artist's fans really are. For the artists that we represent, and the fans (customers) that we want to reach, Tuned In is a great reminder of what so many established stars, and those on their way, already know; 'Find out what your fans want, and then find a way to give it to them'."
Jody Nachtigal, Personal Manager at Arcadia Group Management and Co-President of record label, Kissing Booth Music
“Tuned In is the perfect playbook for aspiring corporate and life champions. It presents an unshakeable foundation from which to build greatness. The principles of this great work serve as a compass for keeping our ministry focused as we move from season to season on this great journey.”
David L. Cook, Founder Links of Utopia Ministries and Author of Golf’s Sacred Journey
