This is probably too early for a book review… because I’m not done reading it yet. But I’m already sold on the concept.
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, by Craig Stull, Phil Myers and David Meerman Scott, is an outstanding read if you’re interested in turning your business into an innovative powerhouse.
Using case studies and the authors’ own experiences the book turns marketing and product development on their heads, where they deserve to be. While most marketing strategies follow the maxim: find people who will buy your product, this book asks you to look at it more subtly: create a product that solves people’s problems.
The rest is resonance. If your product resonates with people, in other words, if your product answers a need, the message spreads virally and you won’t need a series of billboards, or a fancy ad campaign, or a million-dollar Super Bowl campaign.
This actually gets to my own marketing philosophy: create a great story and tell it.
The book gives a six-step process of finding, fleshing out, and delivering this resonating story.
If you want a little background on the book, the authors are part of a group called, “Pragmatic Marketing.” (That name resonates with me!) You can read their blog here: Pragmatic Marketing Blog.
Here it is on Amazon.