Tuned in: uncover extraordinary opportunities that lead to business breakthroughs

INDICE: Dedication. Acknowledgements. Foreword. Chapter 1. Why Didn't We Think Of That? Products And Services That Resonate. Tuned In The Process And TheBook. Why Listen To Us? The Realtor Who Resonates. Getting Tuned In. The Resonator. The Tuned In Organization. Is Tuned In For You? What Led To Tuned In. Chapter Summary. Why Didn't We Think Of That? Products And Services That Resonate. Key Points. Chapter 2. Tuned Out. . .And Just Guessing. Eliminate The Struggle To Make Connections With Your Marketplace. But We're The Experts! The Dollar Nobody Wanted. If We're Not Tuned In, What Are We? Debunking The Myths. 1.Debunking The Myth That Innovation Is Everything. 2. Debunking The Myth That Revenue Cures All. 3. Debunking The Myth That Customers Know Best. A Missionary Sell? Are You Tuned In Or Tuned Out? Resisting The Gravitational Force. Is Your Refrigerator Running. . .Updated Virus Software? Is It A Resonator? Stop Guessing. Chapter Summary. Tuned Out. . . And Just Guessing. Eliminate The Struggle To Make Connections With Your Marketplace. Key Points. Chapter 3. Get Tuned In. How Do We Build, Market, And Sell What Our Market Will Buy? Listening To Your Existing Customers Is Not Enough. It';s Not A Rental Car, It's A Zipcar. The Six Steps To Getting Tuned In. How Zipcar Created A Resonator. Step 1Find Unresolved Problems. Step 2Understand Buyer Personas. Step 3Quantify The Impact. Step 4Create Breakthrough Experiences. Step 5Articulate Powerful Ideas. Step 6Establish Authentic Connections. Launching Products And Services That Resonate. Chapter Summary. Chapter 3 Get Tuned In. How Do We Build, Market, And Sell What Our Market Will Buy? Key Points Chapter 4. Step 1: Find Unresolved Problems. How Do We Know What Market And Product To Focus On? Weren't They Just Lucky? Looking For Problems. Stated Needs And Silent Needs. But Our Business Doesn't Solve Problems! Show Me How You Write A Check. Meeting With Buyers. Look For Problems In Your Entire Market, Not Just Your Customer Base. Customers. Evaluators Potential Customers. Why Not Have Salespeople Tell Us? You (And Your Family) Are Not Your Buyer. Other Ways To Find Unresolved Problems. CreatingDisneyland. Chapter Summary. Find Unresolved Problems. How Do We Know What Market And Product To Focus On? Key Points. Chapter 5. Step 2: Understand Buyer Personas. How Do We Identify Who Will Buy Our Offering? Same Product, Different Buyer Personas. The Importance Of Buyer Personas. Picture-Perfect Weddings. Nascar Dads And Security Moms. Grok Your Buyer Personas. A Camera For Surfers.Chapter Summary. Understand Buyer Personas. How Do We Identify Who Will Buy Our Offering? Key Points. Chapter 6. Step 3: Quantify The Impact. How Do We Know If We Have A Potential Winner? Urgent, Pervasive, And Buyers Who Are Willing-To-Pay. 1. Is The Problem Urgent? 2. Is The Problem Pervasive? 3. Are People Willing-To-Pay To Solve The Problem? First Urgent, Then Pervasive. Whoever HasThe Best Data Wins. Tuned In Impact-Continuum. Solving Problems For Road Warriors. How Much Should We Charge? The Acid Test And Your Buyer Personas. Developing A Tuned In Business Proposal. Measure What Matters. Tuned In. . . WithoutA Credit Card. Chapter Summary. Quantify The Impact. How Do We Know If We Have A Potential Winner? Key Points. Chapter 7. Step 4: Create Breakthrough Experiences. How Do We Build A Competitive Advantage? Experiences That Resonate. Engineering A Breakthrough Experience. Products And Services That Resonate. YourDistinctive Competence. The Ultimate Ice Cream Experience. Chapter Summary. Create Breakthrough Experiences. How Do We Build A Competitive Advantage? Key Points. Chapter 8. Step 5: Articulate Powerful Ideas. How Do We Establish Memorable Concepts That Speak To The Problems Buyers Have? Concepts That Resonate. Find What's Most Compelling. The Elevator Speech Is Our Company's Compass. What's Your Powerful Idea? These Guys Understand Me! Danger! Vision And Mission Statements. Resonate Like A Comedian. Treat Every Patient Like The President. Chapter Summary. Articulate Powerful Ideas. How Do We Establish Memorable Concepts That Speak To The Problems Buyers Have? Key Points. Chapter 9. Step 6: Establish Authentic Connections. How Do We Tell Our Buyers That We've Solved Their Problems So They Buy From Us? Authenticity Beats Messages Every Time. The Authentic And Transparent Hospital. Connecting With Your Buyers Directly. Afterburner Fueled Communications. Your Buyers Turn First To The Web To Solve Problems. Think Like A Publisher. You Must Unlearn What You Have Learned6. What Do Donkeys Have To Do With Marketing? Chapter Summary. Establish Authentic Connections. How Do We Tell Our Buyers That We've Solved Their Problems So They Buy From Us? Key Points. Chapter 10. Cultivate A Tuned In Culture. How Do We EnsureOur Organization Is Tuned In? Each Step Is Important. Saying No. Sales And Distribution That Resonates. Tuned In Employees. Get Tuned In Right Now. Top TenActions To Create A Tuned In Culture. You Can Do It Too. Chapter Summary. Cultivate A Tuned In Culture. How Do We Ensure Our Organization Is Tuned In? Key Points. Chapter 11. Unleash Your Resonator. How Do We Become And Remain A Market Leader? The Power Of Getting Tuned In. The Tuned In Career. The Tuned In Leader. Get Tuned In Today. Chapter Summary. Unleash Your Resonator. How Do We Become And Remain A Market Leader? Key Points. Notes. About The Authors. Next Steps. About Pragmatic Marketing. The Pragmatic Marketing Framework.

• ISBN: 978-0-470-26036-4
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 224
• Fecha Publicación: 09/07/2008
• Nº Volúmenes: 1
• Idioma: Inglés