Tuned In focuses on the simple concept that understanding market problems is the key to success in business. It shows readers how to effectively transition a company from one that works inside-out to one that delivers what the customer requires by working outside-in. Tuned In uncovers the key to dominating your market; a practical, customer-driven approach that anyone, anywhere, can learn how to master. It offers The Pragmatic Marketing Framework, a fundamentally different approach to product development and marketing than most companies are used to. The Pragmatic Marketing Framework, which has been developed and refined for 20 years, shows executives and managers (and the agencies that serve them) how to identify and design solutions for problems that potential customers actually have; how to prioritize the issues that matter to them most; and how to create effective marketing programs that speaks the customers' language. This framework has been downloaded, copied, and distributed over one million times and is the sole methodology that is used in thousands of technology companies to become market-driven and ultimately learn how to manage their business.