Tuned In - my newest book - in stores early July

My newest book Tuned In: Uncover the extraordinary opportunities that lead to business breakthroughs hits stores in early July.

I wrote Tuned In with two other authors: Phil Myers and Craig Stull from Pragmatic Marketing. It was fun to apply our different (yet complimentary) perspectives to the writing process, creating a book that's much more than any one of us could have written

We came together to create Tuned In because we see a tremendous need in the marketplace for a book dealing with aspects of the marketing process, including:
- how to identify the problems in the market that an organization can solve,
- how to develop products and services that resonate,
- and how to communicate directly to buyers without advertising and without mainstream media.

Ultimately the Tuned In approach leads to products and services that people want to buy, generating much greater success for companies as well as nonprofits, entrepreneurs, and other organizations.

We also wrote the book because we see so many people guessing at what buyers need. Countless organizations fail because they waste time and money building, marketing, and selling products and services the market just doesn’t value.

We've identified the main reasons for failure in the marketplace such as a blind focus on innovation (for innovation's sake) and a reliance on "missionary sales" and expensive advertising to "educate the market." We share our research in the book and debunk the myths around about why these approaches almost always lead to failure.

Tuned In is a departure for me in that I worked with co-authors (a first for me) and because we talk about building products (Craig and Phil specialties). But a major focus is communicating value to buyers once products are built (my specialty).

Just like my most recent book The New Rules of Marketing & PR, we use stories and examples of success throughout to educate and inform readers.

In Tuned In you'll meet people behind such innovative organizations as:
- Zipcar, a membership-based car-sharing company targeted at under-served city-dwellers and college students who drive infrequently but regularly
- GoPro, which developed a camera for surfers that attaches to your wrist
- Boeing, which has just developed a 787 Dreamliner jet with market-driven enhancements that they expect customers will spend much more for
- Dr. Eleanor "Connie" Mariano, who built a successful practice treating every patient like the President of the United States
- Steve Cohen, who went from being a typical magician doing birthday parties to the millionaires' magician commanding huge fees.

Free advance copies of Tuned In for bloggers and podcasters!

[UPDATE (June 4, 2008): The free advance copies are all gone. But you can still pre-order a book on Amazon or BN. Thanks!]

Our publisher, John Wiley & Sons, has provided us with 100 advance copies of Tuned In to send to the first 100 bloggers who request a copy. If you think your audience might be interested in Tuned In, we'd like to send you a copy. Of course, it is totally up to you if you use our stuff. There is absolutely no obligation whatsoever.

If you're a blogger or podcaster, receive your copy before the book is available in stores by following this link to send us your information.

We're available for short interviews as well. Contact us here.

Members of the "mainstream media" can also get copy of Tuned In by using this link.

Tuned In is available for pre-order here.

Phil, Craig and I hope that you enjoy the book!

Comments

[Philip Sheldrake]

Hi David, sounds like a great book. I've read a few in my time trying to divine innovation success from flop, and it will be fascinating to read your 21st Century take. Put me down for a copy if you have sufficient! Love to do a book review.

[Vitor Souza]

Hi David. From the description looks like it will be a must read book for marketers accessing the company' position. Many emerging growth companies struggle with how to position their companies and communicate what they stand for. I will pick a copy for myself and my team. thanks and success

[David Meerman Scott]

Philip and Vitor, thanks for your support. We're excited that the book will be out soon.

Cheers, David

[Damon]

Your last book was a great read and I'm sure this one will be just as good. I can't wait to get a copy.

Another book on the marketing process I would recommend is "Value Acceleration" by Mitchell Goozé and Ralph Mroz.

It seems like your book will cover some of the same ideas and I'm really interested in how you present the same issues and challenges and how to overcome them.

[MarketingTwins-Randy]

WOW - another DMS book! I still haven't gotten my NEW RULES book yet! But I talk it up to everybody just because I know the quality of the material inside. I expect the same in this new venture.

[Bill Gammell]

I'm too late for the comp copies (see what I get for being out of town). This looks very interesting, one I'm sure I'll read and evaluate.

[Susan Cartier Liebel]

It's ironic. I just got my comp copy of Tuned In today...just read the intro re: the Japanese businessmen and hotel at the end of the train line...all about tuning in and filling the void to create a viable business.

I thought you were writing about Solo Practice University because from every angle we figured out how to fill a much needed void and are going about building the University as we speak.

Now I can't wait to get into the meat of the book.

Will let you know what I think on when I review on my blog soon.

Thanks.

[Chris Brogan...]

I'm just bummed out that I didn't stand in line for it. I blog and podcast. : ) Will you have an extra one in the car for Friday?

[David Meerman Scott]

Of course, Chris. I've got one for you!

[Mike Volpe]

I have read an advance copy of the book and think it is fantastic! I really encourage everyone to pre-order a copy and read it the day they get it.

[esmaiil ghaderi]

Hi.Iam Iranian, i wan to know about your book for translation. please guid me.thank you.

[Allen Finley]

I listened to the audiobook download from Audible on my iPod. Talking with people about the book since. Now that is viral. Great book.

[David Meerman Scott]

Thanks Allen. You're the first I've heard who has listened to the Audible version. David