Our work brings us into contact with some very interesting and intelligent people. Steve Wunker who runs Boston-based New Markets Advisors falls into this category so we’ve asked Steve to write a guest post about brands and jobs they help people get done.
Steve has a long record of creating successful ventures. He was also a long-term colleague of the leading innovation authority Clayton Christensen in building up his consulting practice. He now leadsNew Markets Advisors, a firm that helps companies win in changing environments. He blogs for Forbes and Harvard Business Review and authored the critically-acclaimed book Capturing New Markets: How Smart Companies Create Opportunities Others Don’t. He holds degrees from Princeton, Columbia, and Harvard Business School.
Steve’s post focuses on the need to understand the “jobs” target customers need to “get done”. This contrasts with prevailing marketing approach which focuses on understanding customer needs and / or wants. The challenge with this approach is that customers frequently don’t really know what they need or want. Did we know we needed the iPod or wanted premium French Vodka (Grey Goose)? The likely answer is no in both cases. Steve’s innovative approach helps overcome this problem.
A worthwhile read. Enjoy.