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Unearthing Product Insights: Customer-Centric Innovation for Brands

Online | On Demand

Please join Stephen Wunker, co-author of Jobs to be Done and the just-released Costovation, and learn how brands are uncovering what the market thinks about them and their products, and how understanding market perception can lead not only to improved offerings but higher revenues.

Wunker reveals specific steps that a wide range of organizations – from giant to small – are taking to better understand buyer wants and needs for better product market fit. With examples ranging from hotels to education to toothbrushes, he explores how the key to thriving in today’s fast-moving marketplaces lies in seeing the world through customers’ eyes, and allowing yourself to question your brand’s longstanding product assumptions.​

Steve Wunker

Managing Director, New Markets Advisors

Since 2009 Steve Wunker has led New Markets Advisors, a 13-person, Boston-based boutique focused on how companies can navigate new and rapidly-changing industries.

Wunker is the author of three business books. These include the award-winning Jobs to be Done: A Roadmap for Customer-Centered Innovation (Amacom, 2016). His most recent book is titled Costovation: Innovation That Gives Your Customers Exactly What They Want – and Nothing More (HarperCollins, 2018). In addition to his books, he has written for publications including Forbes, Harvard Business Review, and The Financial Times. He has been a guest lecturer at Dartmouth’s Tuck School of Business.

Wunker has an MBA from Harvard Business School, a Master’s of Public Administration from Columbia University, and a BA cum laude from Princeton University.


Unearthing Product Insights: Customer-Centric Innovation for Brands