Tuned In
Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Craig Stull, Phil Myers and David Meerman Scott
John Wiley & Sons, $27.95

Why do big companies routinely overlook new opportunities that are apparently staring them in the face? Why did Nestlé and Kraft fail to predict the popularity of Starbucks, for example? Why did not American Airlines or Delta Air Lines create Southwest Airlines?

Marketing consultants Craig Stull, Phil Myers and David Meerman Scott offer a simple explanation: most of the time, companies look at customers and markets from inside their current operations, rather than adopting an “outside-in” perspective: they simply don’t see things as customers do.