Scott Books

Stephen Colbert is so good at being seriously funny. This comic book is a hoot.

This comic based on Steven Colbert's Tek Jansen story (unfortunately still unpublished) is pretty hilarious. Though it's set in the sci-fi future the impression that I get is that it's a take (though a strange one) on modern politics, living and, of course, lovin'.

It's a good, cheap read and more than likely a collector's item... Because who doesn't believe that Colbert could take over the world with his wit alone?

I was totally jaded with all the "Dark Graphic novels and Comics - until I picked up Stephen Colbert's Tek Jansen.. A more capable Hero there never was nor will there be. Illustrations are top notch, and storyline fantastic! Tek! Tek! Tek!I don't care what Shatner sez. I WANT MY TEK ADDICTION!!!!!

I have never read anything more funny and enjoyable than this Tekaliciously Tek Jansen comic!!! A must-read for anyone!! I highly recommend it. :-)

When I heard that the Tek Jansen comics were coming out, I was at first nervous. Would the comics be just as good as the show, or would they fall short of Stephen Colbert's hilarious brand of comedy and disappoint me?

Luckily, Tek Jansen issue number one managed to be a completly hilarious comic, and I loved it instantly! The humor is not entirely like Colbert's, but similiar all the same. Colbert did have some imput in the script and art for the comic, but it's clear that the comic's writers and artists took their own style and combined it with Colbert's to create a fantastic, entertaining read.

I counted down the days for this comic to come out, and though it came out months later than expected, I finally bought it and devoured it, and I'll be doing the same thing with the next one. The next issue can only get better, as the comic book writers and artists collaborate even more with each other and with Colbert to create such an amazing piece of work that's entertaing for fans of The Colbert Report, fans of comic books, teenagers, adults, and everyone in between!

I'm going to make this review simple. If you enjoy action packed movies, you'll enjoy Virtually Eliminated, Terminal Logic, and Fatal Defect by Jefferson Scott. Reading his books is like seeing a movie in your mind, it's wonderful. No joke, these books are great. If you want to encourage a young person or an adult to read more, give them Jefferson Scott's books. Once I read these 3 books, 3 of my friends read them and they all ENJOYED the books. For one of my friends, Jefferson Scott's book was his introduction to Christian Fiction. I love it!

Jefferson Scott's techno-thriller trilogy is a great series, one which I would recommend to anyone. It is set in the near future, and is very inventive. The books are Christian in nature, but are not overly "preachy." An interesting aspect brought out in all three is the balance which can be found between faith with science. Most Christian books I have read are seriously lacking in depth. In some cases, they're downright "hokey." Not these books, though. They are well-written, they have good story lines, and they'll keep you turning pages until the end. And once you've read the last page, you'll be eager to get the next book in the series

Loved this book! Couldn't put it down. Almost made me late to school one day because I couldn't stop reading... Highly recommended!

Jefferson Scott sends techno-thrills that make you think and read faster all at the same
time.

I was very impressed with Mr. Scott's Firebrand novels. They depicted the military and civilian world
together for a believer coming from one to another. In this novel, the author takes us shortly into the future -- into 2005!
It is enjoyable to see what the future holds for 2005, as depicted in 1996. Not too far off, really, but some minor
descrepencies are notable. This doesn't remove interest from the story, however.

I liked this book for many reasons, the least of which was not the fact that it takes place in my home metroplex.
The main character, Ethan Hamilton, works in Irving, TX and lives in the Mid Cities Area, as do I.
The author constantly references highways and landmarks in the Ft Worth area that I recognize and see on a weekly basis.
This brought the story to a closer reality for me, causing me to visualize it right down the road.

Jefferson Scott easily turns this cyber-thriller into a family story good for everyone read, one that will
hold the interest of everyone in your clan. I recommend this book to any and all readers of any age. Jefferson Scott is climbing to the
top of the list for Author's that I constantly watch for!

The first time I saw this book, I thought, yeah another book about computers, it's all good.

The minute though that I read the first page I was hooked. Jefferson Scott has done a great job of balancing Sci-Fi with a great Christian Theme. As a christian, I found this book really uplifitng and an insight into just how we are called to treat others.

This book is just totally "there" and it just hooks you in from the start. Every page, every twist, every plot turn has you in suspense. This book is just one of the excellent novels that Jefferson Scott has produced and you must get it!

I also highly recommend the sequels, Terminal Logic and Fatal Defect as well as the Operation Firebrand Series

Great book. Love it. Cool pictures and sketches from the production included. Quite a few awesome full page pictures from the film.

I bought this as a present for my boyfriend since he is a big fan of
this movie. Just got the book in the mail yesterday in good condition.
He'll really love it. I recommend buying it for the Gladiator fan in your life. :)

this book is awsome although I would have prefered more pictures of the cast on location.

This is a fantastic 'making of' book charting the fascinating process of filmmaking from script to screen. And it doesn't skimp on the color pics either. Ridley Scott' epic GLADIATOR is given the full epic treatment here, with accolades aplenty and no shortage of impressive obstacles faced while making the film. I love all of Scott's films, from The Duelists to the recently released Kingdom of Heaven. But sometimes the accompanying books don't quite match the majestic tone of the films themselves. This is different. Walter Parkes' treatment is fair and doesn't fail to connect with the reader. Showcasing all the necessary film techniques and humorous asides along with abandoned concepts, this also contains cast and crew thoughts and praises Scott for his remarkable visionary touch. A solid read and well worth the price. Buy it now!

this book is awsome although I would have prefered more info on the cast on the set.

Max Lucado is an artist! He paints pictures with his words. All his books are like that, but this one is superb!

We are using it as a women's group study. It lends itself wonderfully and quite easily to this venue. I have never seen the excitment and participation in a small group that this book has generated. But most exciting is the growth of the each women's understanding of Who God is to her (and who she is to HIM) presented in a unusual perspective. The result has been a steadily increasing sense of awe and trust and surrender ~ and a very obvious deepening of each woman's relationship with Him. I would highly recommend this book as a wonderful small group study.

Thanks, Max, you have blessed us ~ again!

With this book, I was lead through the Lord's Prayer and the House of God and understood more of what it means to live in "God's House." Max Lucado is a WONDERFUL author and such an inspiration! Thank you a lot. This book is a great devotional book, or a great book to just read for enjoyment.
~Kristen

Each Chapter has its very own message, and each really opened my heart with great understanding to God's love. I plan to purchase this book for my family members as a Christmas gift.

Lucado takes the Lord's Prayer (our Father, who is in heaven...) and breaks it down into many little parts - giving each part a "room" in the "great house" of God. It shed new light on the Lord's Prayer and I haven't looked at it the same.

Absolutely terrific writing. Classic Lucado - descriptive, prescriptive, and very emotionally connected to the reader. It is written in such a way that Max is the tour guide showing you all the rooms and how we can have a place there.

If you're looking to reconnect with God or for a breath of fresh air in looking at Scripture, this is a great book.

I have just finished this book and it was wonderful! Rev. Lucado has a delightful, conversational style that makes for easy reading. It's almost like having your own personal Bible teacher.
How often we take the Lord's Prayer for granted! We repeat the words mechanically with little thought to their meaning. Rev. Lucado puts these timeless words in a new perspective, bringing fresh meaning that will touch your heart. His description of Heaven brings both comfort and longing to the soul. A must read for all Christians whose view of God's Heavenly Kingdom is somewhat blurred!

The young Hal and his instructor in the art of living the good life , Falstaff cavort through the first half of Henry IV as if life were going to be one long , irresponsible entertainment. The dramatic transformation of all of this , and Hal's casting off of Falstaff, and moving to kingly responsibility will come in the Henry IV Part II.
What is present here throughout is the tremendous richness of Shakespeare's imagination in his creation of character, and inventiveness in language , in his ability to create so many different moods and feelings.
'Falstaff' is one of Shakespeare's most beloved characters, and one of the great figures in the Comedy of world literature.
Enjoy.

This is the play where the Percy rebellion begins and centers around the Achilles-like Hotspur. Eventually, Hotspur (Henry Percy) and Prince Hal (Henry Monmouth - later Henry V) battle in single combat.

We also get to see the contrast between these young men in temperament and character. King Henry wishes his son were more like Hotspur. Prince Hal realizes his own weaknesses and seems to try to assure himself (and us) that when the time comes he will change and all his youthful foolishness will be forgotten. Wouldn't that be a luxury we wish we could all have afforded when we were young?

Of course, Prince Hal's guide through the world of the cutpurse and highwayman is the Lord of Misrule, the incomparable Falstaff. His wit and gut are featured in full. When Prince Hal and Poins double-cross Falstaff & company, the follow on scenes are funny, but full of consequence even into the next play.

But, you certainly don't need me to tell you anything about Shakespeare. Like millions of other folks, I am in love with the writing. However, as all of us who read Shakespeare know, it isn't a simple issue. Most of us need help in understanding the text. There are many plays on words, many words no longer current in English and, besides, Shakespeare's vocabulary is richer than almost everyone else's who ever lived. There is also the issue of historical context, and the variations of text since the plays were never published in their author's lifetime.

For those of us who need that help and want to dig a bit deeper, the Arden editions of Shakespeare are just wonderful.

-Before the text of the play we get very readable and helpful essays discussing the sources and themes and other important issues about the play.

-In the text of the play we get as authoritative a text as exists with helpful notes about textual variations in other sources. We also get many many footnotes explaining unusual words or word plays or thematic points that would likely not be known by us reading in the 21st century.

-After the text we get excerpts from likely source materials used by Shakespeare and more background material to help us enrich our understanding and enjoyment of the play.

However, these extras are only available in the individual editions. If you buy the "Complete Plays" you get text and notes, but not the before and after material which add so much! Plus, the individual editions are easier to read from and handier to carry around.

I am actually reviewing both Parts One and Two with this since they should be read together.The reason why I enjoyed these plays so much is because we see Falstaff in both of them. He is my favourite Shakespearean character - big, bawdy, rough, a liar and a cheat, but again we know what he is right from the beginning, and Shakespeare keeps him so true to character. These plays are a bit different from some of the other histories. There are more comedic parts in them for one thing. The plays are certainly used as a medium for introducing young Hal (who will become King Henry V). We see him as a young man, and watch him grow and see the influences that his society and the people in it have on his development. He doesn't appear to be growing up well according to his father because he is so irresponsible. King Henry IV was not England's strongest ruler. He was haunted by his guilt over the death of his predecessor, King Richard II. In Part Two, comedy still plays a big role, and we still see Falstaff's influence on young Hal until the shocking moment of Falstaff's death. The best part about Part Two though is the deathbed scene between old King Henry IV and his son Prince Henry. The play leads us to "King Henry V". Prince Hal does finally grow up and he becomes a very strong leader. Actually King Henry Iv, Parts one and two should be read before King Henry V. It is the correct sequence and we see Prince Hal grow and mature.

Henry IV remains one of my favorite Shakespeare plays, even though the tragedies and comedies get far more attention and seeming appreciation than do the histories. As an English major, I examined Henry's (Hal's) character, and I focused on his development from a somewhat foolhardy young man into a self-assured, even manipulative prince. It is hard to say which of these Hal truly is, or if he is a little bit of both.

At the beginning of the play, Hal spends his free time cavorting around with his friend Falstaff (who provides all of the laughs in the play and is cited as one of the best comic characters in all literature). In the first act we already see hints in Hal's sololiquy that he may not be as carefree as we are led to believe, and that he might betray friends like Falstaff to be the prince that he is expected to be. Read on in "Henry V" to see just how much of a polished politician Hal becomes--his battle cries and his "once more unto the breech, dear friends" is masterful in its persuasiveness and ability to induce his countrymen to fight.

Hotspur serves as a nice counterpoint to Hal in "Henry IV." Hotspur is the hothead and Hal makes his decisions calmly and rationally. This almost inhuman rationality comes into play again in "Henry V" and makes you long for the seemingly carefree Hal.

All in all, "Henry IV" is a great read and quite an interesting character study--I highly recommend it!

In Part One of Shakespeare's "Henry IV," the titular king tries to defend his throne from a rebel army led by the hotheaded Hotspur, who has a long list of grievances about the king's treatment of his family, the Percys. Hotspur has allied himself with several principal figures including his uncle the Earl of Worcester, his brother-in-law Mortimer the Earl of March, Lord Douglas the Scot, and Owen Glendower, a Welsh chieftain with a vivid mystical imagination -- he is so egotistical that he insists an earthquake that occurred the day of his birth was a divine proclamation of his importance -- and a desire to usurp all of Wales from the king.

While he is preparing for war against the rebels, Henry IV laments that his own son Henry (Hal), the Prince of Wales, is a shameful libertine living the high life in London and consorting with a gang of scurrilous miscreants. Indeed, Prince Hal's idea of fun is robbing people, and his best friend and accomplice in this activity is Sir John Falstaff, who turns out to be not Hal's peer but a middle-aged man. In a character transformation of an abruptness that can only be described as magical, Hal becomes a serious young man determined loyally to defend his father's kingship from Hotspur's assault after he receives an earnest lecture from his father about the dangers of acting irresponsibly as a public figure.

Not enough can be said about Falstaff, who is undoubtedly one of the most richly realized characters in literature. He is fat, lazy, cowardly, yet boastful, but not in the same way Owen Glendower is -- Owen really believes what he says; Falstaff is just trying to make himself look better than he actually is, but fools nobody because he prevaricates and embellishes without bothering to remember his previous lies for the sake of consistency. You probably know somebody like this in real life -- especially if you're ten years old. Falstaff's piquancy, in fact, so outweighs the stature of the other characters that his absence is sorely felt in the scenes in which he does not appear.

Most of all, Part One of "Henry IV" is a play of contrasts personified by Prince Hal and Hotspur, who incidentally is also named Henry. In their confrontation on the battlefield, it seems unlikely that Hal, who wasted many of his best days living as a rake, could conquer a seasoned warrior like Hotspur in a swordfight. But there wouldn't be much of a tale to tell if not to show Hal triumphing after his resolution to change his weak habits, and the play ends with the conviction that, despite his past mistakes, he would make a noble king himself.

First, let me note for those interested in the subject that this book shows babywearing on the cover.

But that's really just a lagniappe in a good book.

Michael is, as you can guess, sitting on his mother's lap, and he keeps getting down and fetching more and more of his special things to be with him. Eventually all this wakes his sister, and his mother goes to sit her on her lap as well, and he makes room and they snuggle together.

The author doesn't patronize kids by carefully spelling out "Michael is jealous of his sister" or anything of that nature. It's too easy to do that. Instead, Michael's feelings are clearly shown by his words ("There isn't room") and the illustrations (him hiding under his blanket is priceless).

I wouldn't suggest giving this to a mother of five who has already started yelling "I WANT MY LAP BACK", after all, the moral is that there's *always* room on mother's lap. But most everybody else is going to love it.

Nice book, not sure if it engages my 2-yr old. Great sentiment though.
...Looking for 'new baby' books geared to very young crowd. Haven't found anything super yet.

We got this book for our 22 month old daughter for Christmas. It is now one of her favorites. I find it quite beautiful as Michael has to learn how to share his mother with his baby sister. It shows how he reacts emotionally and the difficulties involved around sharing, something all children can relate to.

This is a very touching book to reassure moms and children that life with a new baby means more love to go around. I have bought it for many friends. Those first months with a new baby are definitely a time of adjustment as the new baby needs so much attention and the older child has to wait (or the older child needs a lot of attention and the baby has to wait!) so this book is a nice, subtle reminder that there is always room on mother's lap. The last page definitely brings tears to the eyes!

This is a great book if you have a new baby come into the house. My son and I read this book every night and then he reads it back to me. I would recomment this book highly.

We purchased this book with a gift certificate from our wedding and have loved it ever since! Included are recipes for the crust, the sauce, and many different types of pizza (white sauce, red sauce, chicken, veggie, etc.) I am not an advanced pizza dough tosser so creating restaurant style crust is more difficult than I thought it would be. This book is such a great buy that we purchased it as a wedding gift for someone else.

Very good layout and pictures of final product. The book doesn't have thin paper pages like the others, but rather thick semi-gloss paper that you can easily wipe off if you spill something on it.

The item was delivered in a timely manner. It was purchased as a gift, therefore I am unable to give a review on the book itself.

This book is fabulous! A must have for anybody who loves to eat and cook pizza! The recipes are easy to follow and the pictures make your mouth water. There are many unique pizza's that look fun to try as well as your basic pizza. The dough recipes are exceptional.

This cookbook is made well. It has thick pages and colorful pictures. The recipes all look delicious and have ingredients that are readily available at the market.

This is among my favorite computer science books. I read the first edition straight through from cover to cover, even though I had some prior knowledge of the subject. I have since purchased the second edition, which exceeds the high standards set by the first edition. Scott's book would have made the programming languages course I took as an undergraduate much more enlightening, had it existed at the time.

As a software engineer, I tend to be picky about my books, but this one is very in depth and a good read. You will learn a lot about different programming languages, and why certain languages are better than others for solving different types of prroblems.

Over the years the Compilers: Principles, Techniques, and Tools (2nd Edition) (also knwon as the dragon book) has become the de facto standard for introducing compilers and related topics at universities. This is very unfortunate because "Programming Language Pragmatics" is in a completely different league and should be the one used instead. It gives the student (or the self taught) a complete and through overview of parsing, grammar, automata theory and other key language constructs. What really differentiates this book from others (and most notably the (in)famous "Dragon Book") is that it does so in a easy to understand manner and with lots of well written examples.

Many people find compiler and language theory to be dark magic, and it would be wrong not to acknowledge that these subjects are considerably harder than say creating a web page in PHP or writing a small Java/C# program. But much of the confusion also stems from the long history of porly written books which all have lacked explaining key areas or assumed that the readers just know some obscure CS topics beforehand. This book does not travel down that road, it is well written, contains both simple and advanced examples and is simply a delightful read.

Overall, "Programming Language Pragmatics" (PLP) is a very good book. According to the Preface:

"It aims, quite simply, to be the most comprehensive and accurate languages text available, in a style that is engaging and accessible to the typical undergraduate....

At its core, PLP is a book about how programming languages work. Rather than enumerate the details of many different languages, it focuses on concepts that underlie all the languages the student is likely to encounter, illustrating those concepts with a variety of concrete examples, and exploring the tradeoffs that explain why different languages were designed in different ways."

I'm not knowledgeable enough to pass judgment on "the most comprehensive and accurate" part. But, I'm pretty happy about the book meeting the rest of those goals. I read through the book on my own and have only a few significant gripes:

- Chapters 2 (Programming Language Syntax) and 4 (Semantic Analysis) are tough to get through. They're basically trying to teach enough about Alphabets, Languages, Regular Expressions, Context-Free Grammars, Finite Automata and Push-Down Automata for the reader to understand what the rest of the book is based on. I've read Cohen's Introduction to Computer Theory, which is dedicated solely to this material and I still had some trouble. With an instructor in a class to walk through the things, it should be doable. But, for a person reading the book on his own, ugh.

- All of Section III: Alternative Programming Models, seems to depart from the format of the rest of the book (as noted in the Preface) where the author talks about the concepts and then how the different languages implement them. Instead, he focuses on the languages themselves and almost seems to be trying to cram a primer into his text. Since the section seems to be a special case, it wouldn't be so bad except that the languages covered are a bit out of the mainstream and so that degree of depth gets pretty unreadable at times. Again, with a professor around, things would be better.

- At a more pedagogical level, the author has a tendency to merely explain what his example Figures are doing in general terms. The problem is that a lot of the code/pseudocode involves fairly advanced structures in several languages (many of which most people won't have run across). It would have made things a lot easier if he had walked his way through each of those Figures line-by-line and explained what each line did. Once again, this wouldn't be that much of a problem in a normal teaching environment since a professor could do it.

Other than those three things, this is a very good and readable book. I rate it at four stars out of five.

Every good programmer should know more than one programming language, that much is almost a consensus. But more than that, every programmer should educate himself about programming languages in general, what they mean and how they work. It's important to know at least the major programming paradigms, because they form the "mental model" of computation that is available to a programmer in a language from that paradigm.

And then it's always illustrative to know about the differences in many common languages, to see where different decisions have been made and what are the consequences. To know that certain legacy languages (e.g. C, Fortran) have features that were not designed because they were the "best" option (for some definition of best), but because the design was constrained by what technology was currently available.

This knowledge is not only required of compiler writers. It should be required of every good programmer. Compiler writers, of course, must know this, and probably in more detail. But Scott's book is a good resource about programming languages, in a level of detail that I believe adequate for all programmers.

There are two main kinds of books on programming languages: they are "survey" and "implementation".

Survey books show how things work in a lot of languages, comparing them along the way. Often the comparison gets down to small details that can affect the meaning, or semantics, of similar programs written in these languages. These books contain one individual chapter for every major topic, and inside such a chapter all languages are compared in relation to the topic. For example, one such chapter covers "subroutines" and then compare a host of different languages on how they implement subroutines.

Implementation books are different: they show how to implement many language features, usually by presenting code for interpreters and compilers. The reader doesn't learn that Ada permits nested subroutines, but instead how nested subroutines really work and how to implement them in a language, for example. A very good book of this kind is "Essentials of Programming Languages" by Friedman, Wand & Haynes.

I normally prefer the implementation books. I'm not really interested if Standard Pascal permits functions to be passed as parameters or not; if I do need to write a Standard Pascal compiler I'll look for a reference manual. I much prefer to know how to implement functions as parameters, and be done with it. Comparing minutiae about extant programming languages can sometimes be very enlightening, and sometimes be mostly dull.

Scott's book, however, really shines because it mixes feature descriptions and implementation details in the presentation. It does the usual routine of comparing a lot of different languages, most of the time the more popular ones like C++ and Java, but it then shows how the implementations differ because of differences in features. The book strikes a good balance between "language design" and "implementation" approaches, although it is clearly slanted towards design, and so more of a traditional "survey" book.

It wins over other survey books by including implementation information about almost every topic, and by the clear writing and style. Also, most survey books concentrate on mainstream imperative languages (nowadays C++, Java, C#) and leave other paradigms to chapters at the end. Scott's book is a bit better in this respect: the presentation often includes Common Lisp, Scheme and Standard ML in the comparisons. There are separate chapters about functional and logic programming too, but considerations about functional programming are spread in the whole book. This is important because paradigms change, and a good programmer must be able to adapt.

It's a good reference for language implementors and good education for most programmers. I look forward to the next editions.

This book saved me so much grief. The Sonar manual is just O.K. Scott's book fills in all the minute details in a simple, easy to read reference.

I always like the way Scott Garrigus presents his information and how he covers what Sonar missed and this book is no exception. I keep it close by when working in Sonar and even thumb through it when sitting in the living room. Excellent buy!

This is the second book of Scott's I've used to help get familiar with Sonar. Scott's approach to the subject is laid out in a clear and concise manner. I've found this book to be indispensable in learning the ins and outs of my DAW, and my recordings have improved a great deal in the process. Thanks, Scott!

Classify me as expert in PC's but complete beginner in PC audio/MIDI recording. I got Sonar 6 Home figuring I could learn it myself. No way. Too tedious and just not fun. So I got this book. Learning Sonar became enjoyable. Great book, well-written. Sonar is confusing to the beginner because there are so many different ways to do the same thing. This book is thorough and explains each of the different ways, so you get the confidence that you are not missing anything.

This product is simply great. It goes over everything you need to know about in Sonar 6 and isn't as boring of a read as I thought. To my surprise, it was very interesting to read and taught me so much about the DAW. I recommend this to anyone and everyone using Sonar 6.

I read this book at just the right time - I was in the crucial "needing to test my product on real people" (but not really wanting to) phase, and this book made me buckle down and focus on how important it was to talk with, poll, and listen to your potential customers. i.e. being "tuned in."

The process outlined in the book is somewhat simple, and is likely stuff we've all heard before, but it's presented in a way that makes you realize exactly how important it is to really tune into your customer base - whether you have a company, are a musician, pastor, leader, or just want to market yourself better!

Interruption marketing (most mass media advertising) is becoming more expensive and reaching fewer people that care. And if you compound the problem by creating a product that you are trying to sell rather than creating one that is "Tuned In" to your market, you have compounded the problem.

When creating a product or service, most businesses make these common mistakes: They assume that the company insiders know more than the buyers about what the buyers want/need. They based their market research on their current customer base - thus eliminating a much larger potnetial market share of potential customers. And they try to create a need - the tell their customers what to buy rather than providing what the customers want.

To be successful in today's highly competitve marketplace, you need a breakthrough product that resonates with your customers so that they immediately understand the benefit to them and are eager to buy the product. This only happens if you are totally Tuned In to the customer's wants/needs.

"The Tuned In company constantly listens to, observes and understands the problems the buyers are willing to pay money to solve." for the most part, Tuned In companies ignore the competition - listening instead to the customers.

Too many companies get caught up in their own egos. They think they know what the customer wants. Most innovation-driven companies listen only to themselves - they obsess about who will get credit for the next innovation or the most unique invention. And all too often the newest innovation does not solve a problem for the customer, so they simply do not care.

If you are going to be successful, your product or service must resonate with your target market. And resonators are in the market - not in your head. A product or service that resonates with the market will sell itself. You do not need to push the product. Customers will seek out your product or service.

One of the most powerful (but probably difficult concepts to come to grips with) statements is "Your opinion, although interesting, is irrelevant." The only thing that matters is the buyer's opinion.

There are six steps to becoming a Tuned In company.

Step one - Find unresolved problems.

Step two - Understand the buyer persona. Who is the buyer, what are their problems, what moves them to take action.

Step three - Quantify the impact. You must determine that the problem you are solving is urgent, pervasive and the buyer is willing to spend money to solve the problem.

Step four - Create a breakthrough experience - the most successful companies understand that the customer buys a total experience - one that resonates.

Step five - Articulate a powerful idea. Your message must focus on the problem it is solving and must be immediately understood by the buyer.

Step six - Establish authentic Connections - you must understand and focus on the buyer. The buyer must feel like you really understand and care about them and their problems.

It is no longer possible to push product by using mass advertising. Buyers are more concerned about their problems and getting them solved. They no longer wait for a solution to come to them. They are actively looking for solutions to their problems. If you are going to be successful, you must understand their problems and be Tuned In to the buyer.

The book is well written and give plenty of examples of Tuned In companies such as: Zipcar, iPod, National Community Church and the new Dutch Boy paint containers.

It is very important to understand that to be successful today that you must take a different approach than has worked in the past. Buyers have many more choices. Markets are fragmented. And interruption marketing no longer has the impact it once did. You cannot focus on your product. You must focus on the problems your product solves for the buyer.

It is easy to believe that being Tuned In does not apply to your business. It is also very easy to fail. This is a very important concept and a very easy to understand gateway to what it takes to market successfully in a world that changed the way buyers respond.

You don't have to get Tuned In, but if you don't the chances are very high you will be tuned out by your cusomters.

Tuned In. Uncover the extraordinary opportunities that lead to business breakthroughs. Craig Stull, Phil Myers & David Meerman Scott. 2008. ISBN9780470260364. I am a David Meerman Scott fan and this book does not disappoint. The book does a very good job pointing out ways to discover your key value proposition, how to clearly articulate it as well as how to get to the present non consumers of your product. A good book for todays marketing challenges with exceptional application to differentiation and finding high value segmentation.
Read about resonators such as :
* clubhub
* RIM
* BillMeLAter
* Nalgene
* TheatreChurch.com
* Boeing's Dreamliner
* ZipCar
* GoPro
* IPod
* Cold Stone Creamery
* Cincom
* Hubspot

I've been through the seminars on Practical Product Management delivered through the authors' firm (Pragmatic Marketing). As a CTO it was an eye-opener to see an approach to Product Management that meshed with the concepts of Agile Development in the software field. The two disciplines work well together to create software products that resonate with customers.

This book is not so much breaking new ground, but distilling years of learning into a simple introductory form for folks who might be interested in moving from an inside-out/command-and-control view of the market. It makes a strong empirical business case for doing things differently.

Highly recommended if you're starting a business, launching a new business unit or product line, or simple want to spark growth in existing efforts. You might even learn which existing efforts are not tuned-in and pull back on their funding so you can invest in products and services that the market wants.

Remove the examples from the book, and you have for the most part a collection of already known high level concepts without much depth. Granted, marketing does not have to be complicated and it should not be, but creating innovative products requires more than concepts. For example, the first step in the authors' Tuned-in "process" is "Find unresolved problems". OK, good point, but I knew that and you probably did know that too! How do I do it? The authors's advice: "ask the customers"! But I knew that too. Tell me more. "Ask your non-customers". Wow,I would never have thought of that. Tell me more. "Go to trade shows" say the authors. I knew that too. Tell me more. "Ask open questions", "Keep an open mind", etc. say the authors. At the end of this chapter and of most chapters, I fell frustrated of not learning approaches or tips I have not heard about before and of not learning more how to do it.

At the end of Chapter 4, I was going to drop the book, but the examples kept me going. There are at least 50 examples of Tuned-in companies from Disneyland to the Maganavox remote control that locates itself to the ubiquitous iPod. These examples are interesting by themselves. They are spread through the book to illustrate each step and to validate the entire tuned-in "process".

I keep putting process in between quotes because what the authors present is not really a process. It is more a framework. In addition, it seems that not one of the examples was actually the result of applying the authors' framework under their guidance. So the whole edifice is an after-the-fact analysis of successful innovations that serves to justify the author's framework. I would have liked to see at least one example of a product that the authors actually helped develop.

The book itself is an example of the framework the authors propose, and in particular of "Step 5: Articulate Powerful Ideas". This chapter develops the idea of establishing "memorable concepts that speak to the problems the customers have". The authors here eat their own dog food, and it is clear that they spent time thinking about how they should name that book and what memorable concepts they should articulate it in. "Tuned-in" is a sgood and simple concept that is repeated over and over throughout the book so that it sticks in your mind. There is an other one that is used over and over; it is "resonators" to designate successful products that resonate with customers.

In summary, the value of this book is probably in this Chapter 5. At least it is for me. We typically underestimate that the least number of words a concept can be described in, the more powerful it is. "Tuned in" is a useful concept to keep in mind to designate that idea that we need to be "tuned in" to the market and the customer. But you will need many other books and workshops to know how to do it. But, that's what the authors' core business is: delivering seminars! No doubt that they will have demand.