Why do you believe Jobs to be Done could help companies create products that reframe the market?

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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.

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About Author

Stephen Wunker

Author & Managing Director, New Markets Advisors

Stephen Wunker is a specialist in new markets, he combines world-class strategy consulting and entrepreneurial skills. Wunker is the author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't, named one of the five Best Business Books of 2011, as well as co-author of Jobs to be Done: A Roadmap for Customer Centered Innovation (Amacom, 2016). Stephen has a long track record of creating successful ventures for his own companies and on behalf of clients.

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