Stephen Wunker – författare

Create and dominate new markets to escape commoditization and spur business growth!

New markets are your best shot at growth, but to win them you’ll need the right toolkit. Drawing on dozens of industry interviews, in-the-trenches personal experience, and extensive research, this book lays out how companies can find, enter, and win in new markets--and organize themselves to tackle the mission successfully.

Combining a fast-moving narrative with practical insight, Capturing New Markets upends traditional approaches with the kind of counterintuitive strategies that are necessary to meet the unique challenge of new markets. You’ll learn how to:

Leverage new markets to turbo charge your company’s growth engineSpot opportunities to create new marketsAssess the growth prospects and viability of markets that don''t yet existTarget a new market’s first customersChoose between two major alternatives to sales channelsTime market entry to be either a first mover or a fast followerTackle emerging markets profitablyEnable large companies to approach new markets nimblyCatalyze the growth of new markets through public policy

Through more than 150 examples, ranging from Roman Egypt to current headlines, Capturing New Markets shows how to beat the odds and grow in any economy.

ARE YOU READY FOR THE FUTURE?

New markets have powered the greatest business successes in history, from Standard Oil to Facebook. How can you discover and pursue new markets to make your business thrive?

In Capturing New Markets, world-renowned business strategist Stephen Wunker argues that the first step is to stop applying traditional formulas of success and understand the unique dynamics in fast-changing new markets. He guides you through the process of creating counterintuitive strategies, such as treating competitors as collaborators, timing market entry, and targeting narrow niches before big customer segments.

Whether you work for a huge corporation or for yourself, Capturing New Markets helps you find new sources of growth. Based on Wunker’s groundbreaking work with Clayton Christensen—the Harvard Business School legend who coinedthe term “disruptive innovation”—plus Wunker’s extensive experience in the trenches, this practical and fascinating guide shows how companies:

Identify, create, and dominate new marketsAvoid the pitfalls of commodization and find new ways to growDevelop and sustain new sources of growth into the future

Drawing on dozens of case studies plus data-driven research, this revolutionary approach to business shows you how to turn new markets into the drivers of growth—propelling you and your company into a whole new world of opportunity. You’ll learn how to anticipate customer demands and meet emerging needs before anyone else does. You’ll discover how to spot ideas ready for explosive growth, and how to lead new markets while your competitors are just waking up tothe opportunity. You’ll also see how to make these strategies work in companies that are both small and very large.

Capturing New Markets upends traditional thinking about business strategy, showing what will work in a new economy marked by turbulence and change. This is the resource you need to transform industries and the prospects of companies within them.

Praise for Capturing New Markets:

“Capturing New Markets offers a new and rigorous toolkit that charts a clear path to this business imperative. This is a major new contribution to the field with practical takeaways just when we need them most.” —Vijay Govindarajan, Professor at Tuck School of Business at Dartmouth College, and First Professor in Residence and Chief Innovation Consultant at GE

“Prepare to have your existing concepts of new markets turned upside down. This is not another academic 'thought experiment,' but a practical, experience-driven manual for all who aspire to enhanced growth. New markets are all around us—not just in the developing world. Wunker provides fresh perspectives in an extremely readable how-to manual that will allow the reader to discover unmet need and enter new markets wherever they are. All in all, an essential read for every new market pioneer.” —Dr. Garry Neil, Corporate VP for Science & Technology, Johnson & Johnson

“Capturing New Markets reveals critical patterns underlying why some new ventures become big businesses, and others do not. The journey to creating new markets can be full of uncertainty, and understanding these patterns provides a big advantage to informed entrepreneurs.” —Charles Warden, Managing Director, Versant Ventures

“While new markets fuel business growth, traditional approaches to marketing and strategy can be poorly suited to these super-dynamic environments. Through abundant and engaging examples, Capturing New Markets shows you how to establish priorities and tap growth opportunities with lower cost, lower risk, and higher impact.”—Anish Shah, President & CEO India, GE Capital

"Intensifying competitive environments require that all companies continually think about and explore new growth opportunities. Capturing New Markets provides critical guidance on how to evaluate and build new markets with a creative yet disciplined approach."—Brad Gambill, Chief Strategy Officer, Singapore Telecom

“Capturing New Markets is a compass for business transformation. The book combines fascinating stories with clear takeaways that enable readers to chart their long-term courses and to begin with concrete steps tomorrow morning.”—Greta Metts, Head of Global Marketing Innovation and Business Transformation, Boehringer-Ingelheim Pharmaceuticals

“Entrepreneurs are barraged with urgent issues, and it is easy to lose sight of strategy. Amidst all the pressing things you have to do in building a business, make it a priority to read Capturing New Markets. This book gives succinct and powerful advice that can save you immense amounts of time and money while substantially boosting your odds of success.”—Suneet Wadhwa, cofounder of Snapfish.com and Serial Entrepreneur

“Wunker has created a valuable tool for anyone seeking to drive meaningful change in a market or an organization. Bridging theory to case studies, he creates effective, practical and actionable advice for those seeking opportunity within change.”—Meredith Baratz, Vice President, Market Solutions, UnitedHealthcare

“In fast-moving markets, leaders can never rest. Capturing New Markets lays out a clear and convincing route for how big companies can act like nimble entrepreneurs in building new sources of growth.”—Ingrid Johnson, CEO Retail and Business Banking, Nedbank

In a challenging economy filled with multiple competitors, no one can afford to stagnate. Yet, innovation is notoriously difficult. How do you pinpoint the winning ideas that customers will love?

Sifting through purchasing data for clues about what might sell or haphazardly brainstorming ideas are typical strategies. However, innovation expert Stephen Wunker offers the effective Jobs method: determining the drivers of customer behavior--those functional and emotional goals that people want to achieve.

This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. For example, social media newcomer Snapchat used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users'' unmet need to document real life in the moment, without filters and "like" buttons.

Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by Wunker and his team.

In Jobs to Be Done, the groundbreaking Jobs Roadmap takes you step-by-step through the innovation process and reveals how to:

Gather valuable customer insightsTurn those insights into new product ideasTest and iterate until you find original profitable solutionsAnd much more!

Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success.

Cutting costs is a common corporate refrain. But if you constantly slash expenditures, what happens to innovation? How can you stay competitive and satisfy customers?

This book''s revolutionary approach broadens the definition of innovation beyond products to the business model itself. With costovation, you let go of assumptions, take a fresh look at the market, and relentlessly focus on what customers really want.

Consider Planet Fitness--it grew to 7.3 million members by concentrating on casual exercisers. They want easy, low-cost access to good equipment. Although it''s inexpensive to run, Planet Fitness ranks highest in gym satisfaction.

Packed with examples and interactive exercises, Costovation explores cost innovation strategies that work for big and small companies alike including:

open innovation and cost-sharing,simplifying products and turning waste into new offerings,how rivals are carving out niches, protecting positions, and dominating industries.

Innovation and cost-cutting are not opposites. Combined, they expose untapped opportunities to outsmart and underspend competitors.

The Innovative Leader cracks the code to how industry leaders get ahead of the curve.How do leaders such as Microsoft's Satya Nadella, Panera's Ron Shaich, and Levi's Chip Bergh make themselves and their organizations innovative, year after year? Authors Wunker, Law, and Nair, celebrated experts in innovation themselves, unveil the secrets that make these industry giants the world-class trailblazers that they are. The Innovative Leader offers anyone tasked with innovation – from budding entrepreneurs to high-level executives, in the business sector, government, or nonprofits – a unique blend of expert insights and concrete examples.Grounded in interviews with 50 esteemed innovators and informed by the authors' own deep experiences, this book lays out detailed, actionable steps to make yourself and your organization into innovative powerhouses.The unique blend of expert insights, real-world examples, and a step-by-step approach combine to make The Innovative Leader an indispensable guide for a wide audience. The Innovative Leader is an engaging treasure trove of practical wisdom and invaluable lessons.