Summer also coincides with my company's planning session so Tuned In made it off the pile first. I was hoping to find some inspiration to get the brainstorming started and in some aspects I did. Though like many who will read this book I realized there is a lot more work to be done before becoming "Tuned In."
Tuned In is a new book on the market written by Craig Stull, Phil Myers and David Meerman Scott. It "argues that the key to business success lies in understanding and connecting with what consumers and markets want most." It's a quick read and gives a good overview of what companies need to embrace to become tuned in. To give you an overview of the book I'll share with you the book's Top Ten Actions to Create a Tuned In Culture.
- Get out of your comfortable office and talk with buyers about their unresolved problems.
- Identify your buyer personas. In order to make them real for you and your colleagues, name each buyer persona, build a profile for each and cut a representative photo from a magazine to represent them.
- Define your distinctive competence. Make certain everyone on your team understands what it is.
- Don't go to an internal meeting if you're only going to give your own opinion. Instead, be the person who goes to the meeting armed with data.
- Always ask where "facts" come from to disqualify mere opinions from your decision making process.
- Map your products and services on the Tuned In Impact-Continuum. Build a plan to increase the impact.
- Communicate directly the problems you solve for customers, not what your product or service does.
- Count the number of times you say "our" and "we" on your website. Write for your buyers by using "you" and "your" instead.
- Remove corporate gobbledygook such as mission statements from your external communications.
- Become a thought leader in your market and industry.