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Tuned In

Craig Stull, Phil Myers, and David Meerman Scott

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"I read Tuned In because it was a recommendation from the CEO of my company. He told us that this is a good book to read for a sense of how a company can truly succeed and market an idea. So Tuned In is about the process by which a company can go about and market its solutions. As with most marketing books, you know, it has like a number of steps -- in this case, seven steps -- to take a path to become more tuned into your market, find out what it needs, and then deliver those needs with a particular product. I felt like it was maybe 100 pages too long, and it was only 200 pages. I felt that the nuggets of wisdom were stretched out over chapters, and while I liked most of the examples which helped illustrate it, it did seem that there was extra -- there were extra things that weren't necessarily relevant to the business that I'm in or that really added to the core point that the book had. I would recommend Tuned In to any business professional that's trying to start a business, to any professional that is in a marketing organization that's struggling to find a way to market their company's products to the world. I would give Tuned In four out of five stars. I certainly did gain an insight from Tuned In that I otherwise would not have."