How Tuned In Companies Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs

SCOTTSDALE, Ariz., June 24, 2008–The Tuned In Process is a six-step method for creating a ‘resonator,’ a product or service that so perfectly solves problems for buyers that it sells itself. The process is the focus of Tuned In the new book about uncovering the extraordinary opportunities that lead to business breakthroughs.

“Starbucks, American Idol, and Google are resonators,” says Phil Myers, President of Pragmatic Institute and co-author of Tuned In. “Were these products and services created by people smarter, luckier, or born with more talent than the rest of us? No. These companies found unsolved problems in their marketplace and created a breakthrough experiences that people are eager to consume.”

The authors studied the introduction of thousands of products, including those from large, well-known companies like Ford Motor Company, Microsoft, and GE; breakout bestsellers from Apple, Red Bull, and Google; and niche offerings from players you may have never heard of like National Community Church, GoPro, and Zipcar.

“The process for replicating success starts with getting tuned in to potential customers,” says Myers. “Understanding your market and your buyers through in-depth interviewing is by far the most effective way to discover unresolved market problems that people will pay money to solve. Meeting with potential buyers on their own turf (in their homes or workplaces, or even on the street) is the starting point for identifying a resonator: a breakthrough product or service that buyers immediately understand has value to them, even if they have never heard of your company or its products before. The iPod is a resonator. When it launched, FedEx was a huge resonator, and it still is.”

The authors of Tuned In offer a model for success used by many companies to create breakthrough products and services. Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs by Craig Stull, Phil Myers, and David Meerman Scott is published by Wiley on June 27, 2008 and available wherever business books are sold. ISBN: 978-0470260364

Authors Craig Stull and Phil Myers lead the team at Pragmatic Institute, the company behind Tuned In. David Meerman Scott is an online thought-leadership strategist who teaches the New Rules of Marketing seminar for Pragmatic Institute.

About Pragmatic Institute
Pragmatic Institute was founded in 1993 and has become the authority on technology product management and marketing. The company has trained more than 125,000 product management and marketing professionals, with more than 50,000 becoming Pragmatic Institute Certified. Pragmatic Institute’s team of thought leaders produce blogs, webinars, podcasts and publications that product professionals around the world turn to for industry insights. For more information, please visit or call 480-515-1411.

Media Contact:
Lisa Sorg-Friedman