tunED in
i wAs luCky Enough to BE givEn A prEviEw Copy oF A grEAt nEw Book ByCrAig stull, phil myErs, AnDDAviD mEErmAn sCott CAllED tunED in.
i got thE prEviEw, But it is BEing puBlishED toDAy. thE Authors tEll so mAny grEAt storiEs thAt illustrAtE thEir Big point, whiCh is thAt you nEED to BE willing to listEn to whAt’s going on ArounD you to rEAlly proDuCE A BusinEss BrEAkthrough.
i Am A Big FAn oFDAviD’s, so i rECognizEDDAviD’s voiCE in plACEs throughout thE Book, EspECiAlly whEn it ExplAins how to DEtECt thE DiFFErEnCE BEtwEEn tunED-in AnD tunED-out mArkEting.
But i Also rECognizE thE voiCEs oFCrAig AnD phil, BECAusE i Am A CErtiFiED proDuCt mAnAgEr From thEir CompAny, prAgmAtiC mArkEting. so whEn thE Book DiFFErEntiAtEs BEtwEEn listEning to your CustomErs AnD listEning to your ovErAll mArkEt, i hEAr thEm. whEn thEy tEll you thAt you nEED to gEt out AnD tAlk to pEoplE to iDEntiFy thE iDEAs thAt ArE thE sAmE As yours, i rEmEmBEr hEAring in ClAss: ’ nothing gooD EvEr hAppEns in thE oFFiCE. ’
so, nothing this Book sAiD rEAlly surprisED mE.AnD thAt’s thE rEAl gEnius oF thE Book. so oFtEn, A rEAlly grEAt Book sAys somEthing thAt sEEms ComplEtEly oBvious — right AFtEr you hEAr it. this Book is onE oF thosE. wEll oF CoursE you nEED to tAlk to your wholE mArkEt AnD not just your Existing CustomErs. in my lAst Book, i triED to hElp pEoplE tAkE thEsE ApproAChEs in intErnEt mArkEting. this Book hAs A BiggEr AgEnDA, whErE thE Authors hElp you sEE how to suCCEED in All thE pArts oF An oFFEring, From proDuCt DEvElopmEnt to mArkEting.
zipCAr is just onE oF DozEns oF storiEs thAt Bring thE tunED in prinCiplEs to liFE. iF you’vE EvEr wonDErED why your CompAny is mADE stupiD in its strAtEgy, AnD why it kills EvEry suCCEssFul proDuCt iDEA BEForE it EvEr sEEs thE light oF DAy, rEAD this Book. it will ChAllEngE you to trAnsForm your CompAny or lEAvE it.
whAt DoEs thE rEviEwEr think BusinEssmEn will Do AFtEr rEADing thE Book
A、thEy will nEvEr stAy in thEir oFFiCE.
B、thEy mAy mAkE somE ChAngEs in thEir CompAny.
C、thEy will unDErstAnD thE mArkEt vEry wEll.