Зміст
Chapter 1. Why Didn’t We Think Of That?
Products and Services That Resonate.
Tuned In – The Process And The Book.
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.
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 Myth That “Innovation Is Everything”.
Debunking The Myth That “Revenue Cures All”.
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.
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.
How Zipcar Tuned In and Created a Resonator.
Step 1—Find Unresolved Problems.
Step 2—Understand Buyer Personas.
Step 3—Quantify The Impact.
Step 4—Create Breakthrough Experiences.
Step 5—Articulate Powerful Ideas.
Step 6—Establish Authentic Connections.
Launching Products And Services That Resonate.
Chapter Summary.
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.
Creating Disneyland.
Chapter Summary.
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.
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 Has The 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. . . Without A Credit Card.
Chapter Summary.
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.
Your Distinctive Competence.
The Ultimate Ice Cream Experience.
Chapter Summary.
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.
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.
High Flying Communications.
Your Buyers Turn First To The Web To Solve Problems.
Think Like A Publisher.
“You Must Unlearn What You Have Learned”.
What Do Donkeys Have To Do With Marketing?
Chapter Summary.
Chapter 10. Cultivate A Tuned In Culture.
How Do We Ensure Our Organization Is Tuned In?
Each Step Is Important.
Saying “NO”.
Sales and Distribution That Resonates.
Tuned In Employees.
Get Tuned In Right Now.
Top Ten Actions To Create a Tuned In Culture.
You Can Do It Too.
Chapter Summary.
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.
Notes.
Acknowledgments.
Index.
About The Authors.
About Pragmatic Marketing.
Next Steps.
