Business Breakthroughs Sparked by Discovering Unresolved Market Problems

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The critical first step to creating a business breakthrough is to understand, in great detail, what existing market problems your organization could solve, according to experts at Pragmatic Marketing. Leading companies interview potential customers and study how they live and work. They understand exactly what people need by digging deep into their lives.

The concept of unresolved market problems may be foreign to people familiar with more traditional ways of developing products and services

The most effective business leaders understand the complete picture of market problems before developing any products, say the authors of Tuned In the new book about uncovering the extraordinary opportunities that lead to business breakthroughs. They create solutions in the context of unsolved problems that people would be willing to pay money to solve.

At the most successful companies, product managers, executives, and marketers regularly meet with people in the marketplace and observe how they do business or go about their lives, according to the authors. These observations provide insight into the full scope of the problem and the usage requirements and significant obstacles to adoption of any proposed solution. The most important thing they do is to live in and observe the prospect's world.

"The concept of unresolved market problems may be foreign to people familiar with more traditional ways of developing products and services," says Craig Stull, CEO of Pragmatic Marketing and co-author of Tuned In. "The only way to accomplish this is to get out of your office. Unfortunately, most organizations probably think up ideas in the shower, the conference room, or the R&D lab. These insular and egotistical approaches are not as effective as being tuned in."

The authors advocate all companies getting out into the market on a continuous basis, meeting regularly with non-customers.

The authors of Tuned In offer a model for success used by many companies to create breakthrough products and services. Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs by Craig Stull, Phil Myers, and David Meerman Scott is published by Wiley on June 27, 2008 and available wherever business books are sold. ISBN: 978-0470260364

Anyone can use Tuned In to replicate the model for success. It works for well-known companies like Ford, Apple, and GE and those not-so-famous like GoPro and Zipcar. It works for realtors, doctors, ministers and even rock stars. Tuned In will teach you how to transform your everyday activities into those which create the kind of culture that builds market leaders.

Authors Craig Stull and Phil Myers lead the team at Pragmatic Marketing, the company behind Tuned In. David Meerman Scott is an online thought-leadership strategist who teaches the New Rules of Marketing seminar for Pragmatic Marketing.

About Pragmatic Marketing: Twice recognized as one of America's fastest growing private companies by Inc. Magazine, Pragmatic Marketing provides training seminars, onsite workshops, consulting services, and an online community for technology product managers, marketers and executives. Over 45,000 people at more than 3,000 companies world-wide have been trained using the Pragmatic Marketing Framework, a practical, market-driven approach to creating and launching technology products. See


Graham Joyce
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