Book Review – Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs


Craig Stull, Phil Myers and David Meerman Scott from Pragmatic Marketing published a book called Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs. While the book might not seem directly related to photography, I find it relevant to anyone who is thinking about starting a business in any field and would like to maximize the chances of success.


The book describes the Tuned In process in 6 steps:
Step 1 – Finding unresolved problems
Step 2 – Understanding buyer personas
Step 3 – Quantifying the impact
Step 4 – Creating breakthrough experiences
Step 5 – Articulating powerful ideas
Step 6 – Establishing authentic connections

When reviewing the process highlights above it might seem rather obvious but once trying to compare it to the world around us it is almost impossible to find companies that implement similar processes in practice (well, at least to me).

The book takes the above and provides explanation of the logic together with implementation guidelines. While this is interesting, I found the real gem of the book to be the supporting examples. Throughout the book the authors provide real world success & failure examples to substantiate their points. For me, this is what made the difference and engraved the important parts of the book in my memory.

The book is rather short (173 pages) and can be read quite easily. Each chapter ends with a summary page which is really helpful, both during reading and referring back later on.


I would highly recommend this book. Regardless of whether or not you’re already familiar with the tuned in approach, the book will either expose or strengthen your understanding of the tuned in approach.
In addition, it could be potentially valuable in future decision points, especially once you have examples to backup your positioning (either to convince yourself or others).


Todd Sattersten published a post on The online photographer with business photography books recommendations, check it out.

Hope you enjoyed this quick review. This is my first review on the site, I will be happy to hear comments and suggestions.