Stephen Wunker (Author & Managing Director, New Markets Advisors)

Stephen Wunker, Managing Director, New Markets Advisors, and author of Jobs to Be Done: A Roadmap for Customer-Centered Innovation, talks with Sarder TV correspondent, Tracey Fitzpatrick, about the premise of his book. He talks about his belief that innovative and breakthrough products come from understanding why consumers buy certain purchases and products based on their need to get specific jobs accomplished. He uses experiences from his own life to discuss consumer adoption behavior and how being able to utilize a process to dissect this behavior can lead to the creation of innovative products.