This well-reasoned and useful guide argues that successfulinnovators can develop products that „resonate“ by connectingdeeply with consumers. This simple idea is delivered in aconversational tone and illustrated in well-structured chapterslaying out a six-step „Tuned in Process“ and examples that spanborders and industries. From anecdotes about countryside hotelsthat sprouted up to provide respite for Japanese salarymen toNalgene plastic bottles, which escaped the laboratory to achievecult status and ultimately mass market consumer appeal, fascinatingcase studies abound. However, as appealing as the concept and themany examples are, the enthusiastic presentation begins to grate; the repeated invocation of the „Tuned in Process“ may tire readerslooking for more subtlety and fewer sound bites. Still, there issufficient fodder for anyone who wants to shake the sleep out of anorganization and renew a focus on creating the kind of value thatcustomers are willing to pay for. (June) (Publishers Weekly, April 7, 2008) „... helpful summaries... lively read for sales and marketingdepartments“ (Training & Coaching Today, September)