Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs -- Contents -- Chapter 1: Why Didn't We Think of That? -- 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 2: Tuned Out . . . and Just Guessing -- 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 3: Get Tuned In -- 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 -- Launching Products and Services That Resonate -- Chapter 4: Step 1: Find Unresolved Problems -- 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 -- Why Not Have Salespeople Tell Us? -- You (and Your Family) Are Not Your Buyer -- Other Ways to Find Unresolved Problems -- Creating Disneyland -- Chapter 5: Step 2: Understand Buyer Personas -- 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 6: Step 3: Quantify the Impact -- Urgent, Pervasive, and Buyers Who Are Willing to Pay -- 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 7: Step 4: Create Breakthrough Experiences -- Experiences That Resonate -- Engineering a Breakthrough Experience -- Products and Services That Resonate -- Your Distinctive Competence -- The Ultimate Ice Cream Experience -- Chapter 8: Step 5: Articulate Powerful Ideas -- 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 9: Step 6: Establish Authentic Connections -- 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 10: Cultivate a Tuned In Culture -- Each Step Is Important -- Saying ''NO'' -- Sales and Distribution That Resonates -- Tuned In Employees -- Get Tuned In Right Now -- You Can Do It Too -- Chapter 11: Unleash Your Resonator -- The Power of Getting Tuned In -- The Tuned In Career -- The Tuned In Leader -- Get Tuned In Today -- Notes -- Acknowledgments -- Index -- About the Authors -- About Pragmatic Marketing -- Next Steps.