Archive for June 17th, 2008
New book: "Tuned In"
“We had independent research telling us that market-driven companies were 31% more profitable, spent twice as much on research as they did on development, and had 20% higher customer satisfaction rates.”
“Tuned in companies know exactly who they are—they’ve discovered what their market values most and they operate in a world of clarity. They spend time on things that really matter and ignore those that don’t. Surprisingly, tuned in companies spend very little time worrying about competition.”
Read the interview with C. Stull, P. Myers and D. Meerman Scott, the authors of Tuned In.
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This book will be released later this month. In the meantime, you can visit the author’s blog. As far as I can tell, the author’s talk about a 6 step process for business success, which I think translates into marketing fundamentals such as crafting a robust value proposition around a current customer problem and executing on the basis of delivering a superior experience. This is how I would portray that:
Value proposition:
- Identify and focus on unsolved pressing problems.
- Articulate and quantify the incremental benefit.
- Assess the value to your customer and the willingness to spend and pay.
- Articulate memorable concepts that motivate buyers to take action.
Customer focus:
- Communicate in a language and medium your customers can easily understand and relate to.
- Create and support quality experiences as a source of competitive advantage.
- Understand the purchasing process, buyer personas and change agents.
| J. de Francisco |  |
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| Naperville, IL. 17 June 08 |  |
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