This week I received Tuned In from Pragmatic Marketing, and it’s already proving to be one of those rare business books that’s both accessible and transformative. I’m about a third of the way through it, and it’s making me rethink how I evaluate opportunities, prioritize new features, and understand the real motivations behind customer behavior.
The central idea of Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs is straightforward but profound: businesses fail when they’re out of sync with the people they serve. The authors offer a six-step process, refined over 15 years, that helps companies uncover unmet needs, define buyer personas, measure impact, and create solutions that customers truly value. What I appreciate most is that it’s not theoretical—it’s packed with examples of companies that missed the mark because they weren’t listening closely enough to their markets.
What struck me early on were the stories of hubris—companies that assumed they knew what customers wanted, only to discover they were solving the wrong problems. It’s a sobering reminder that even smart teams can drift away from their audience when ego or internal politics replace curiosity.
At the same time, the book made me reflect on how much the landscape has changed with social media and the web. Today, being tuned in doesn’t stop at understanding prospects—it extends to customers who have become powerful marketing channels themselves. The feedback loop is faster, louder, and more public. That’s why, at my own company, we’ve evolved how we set priorities for new products, services, or features.
Here’s how I think about it:
- What’s Sticky? I ask myself what I can build that deepens customer commitment. For SaaS vendors, for example, an API can be a powerful retention tool because it embeds your product into the customer’s workflow. Once integrated, they’re invested—financially and operationally—in your success.
- What’s Sensational? Some features are worth building simply for the attention they generate. Mobile ordering for restaurants was once a clunky experience, but early adopters gained massive buzz that paid off later as the technology matured. The same can be said for widgets and other emerging interfaces—they may not deliver immediate ROI, but they set the stage for long-term brand relevance.
- What’s WOM-worthy? Word-of-mouth marketing still drives business growth, especially in industries where professionals move between companies. When you create something that delights users, they talk about it—often to future employers or clients. That kind of organic advocacy is priceless.
- What’s Salesworthy? This is where Tuned In aligns most directly with my own thinking. If a feature doesn’t solve a tangible business problem—one whose benefits outweigh its cost—it’s a distraction. True success comes from identifying and meeting real needs, not manufacturing demand where none exists.
Of course, these priorities don’t always rank equally. Sometimes, we pursue an opportunity because a large client demands it or because we believe it will open a new market. But I’ve found that the most sustainable success happens when all four principles are in balance—when you’re creating something sticky, sensational, WOM-worthy, and salesworthy.
That’s ultimately what Tuned In teaches: that understanding your customers at a deep, emotional, and practical level is the foundation of every great product and every breakthrough business. It’s not about guessing what people want; it’s about listening well enough to know.
If you market a product, service, or idea in any business, industry, or organization, you need to read this book. It’s an actionable guide to understanding and meeting the needs of consumers—even when they can’t articulate them.
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