If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.

"You could look back after a long time and ask, who wanted what from whom?" A man confronts death after an operation, a devout Christian encounters a man who hurt her long ago, a secretary uncovers her boss's secret shame. And in a house in Auckland an elderly woman is writing the last book of her life, one which, she says, contains all of her crimes. How are the characters connected and who is writing the stories? Each of these astute stories is an inspection of motive, rich in vivid insight into a diverse range of lives. Together, they form a unified whole. Opportunity is a book about storytelling, about generosity and opportunism; above all it is a celebration of the subtleties of human impulses, of what Katherine Mansfield called the LIFE of life.

Can you recognise an opportunity when it comes your way? Even though the concept seems fairly basic, most people harbour regrets about missed opportunities that in retrospect might have significantly improved their lives. This book will give you the critical tools to sort through the complexities that often obscure the perception of an opportunity and help you take full advantage of what author Donald Morris calls 'high-end opportunities' - pivotal situations that can change your life for the better. Morris begins by developing a model of opportunity in the abstract, analysing its elements and the contexts and frameworks that affect our recognition of opportunities. Drawing from a wide range of applications, including investing, business, law, criminology, gambling, and even religion, he shows how opportunities can be defined in various contexts. He also examines highly undesirable situations, where opportunity is lacking, such as poverty and historical instances of slavery, to further illustrate, by way of contrast, the defining characteristics of opportunity. How does a significant opportunity differ from a simple option? How does taking advantage of opportunities differ from being an opportunist? Does our ability to predict the future affect our opportunities? What do we mean by equality of opportunity? By addressing these and other probing questions, Morris shows how to develop more critical perceptions of real opportunities.