AI TRANSFORMATION FOR ENTERPRISE LEADERS
Becoming AI Native Requires More Than Pilots, Tools, or a Single Use Case
The pace of AI will not give enterprises the luxury of gradual staging. Leaders need to pursue three routes simultaneously:
Start with customers’ Jobs to be Done and work backward to where AI creates real value
Turn disciplined experimentation into a competitive advantage
Identify new markets, business models, and growth paths
FROM BOOK TO ACTION
A Practical Blueprint for AI Transformation
Our approach is informed by the thinking behind AI and the Octopus Organization, by Steve Wunker and Jonathan Brill. The book argues that AI transformation is not just about adopting new tools. It requires organizations to rethink how they grow, make decisions, coordinate across silos, and adapt under uncertainty.
That is the perspective we bring to clients. We help leadership teams connect AI to customer needs, build the discipline to experiment and learn quickly, and reshape the organization for resilience, speed, and new growth. The result is not just AI adoption, but a more adaptive, AI-native business.
Customer-Led Strategy
Distributed Decision-Making
Experimentation at Scale
AI-Native Growth
We've Executed AI Strategy Consulting Since 2012
Trusted by
AI Strategies We’ve Helped Shape
AI strategy only matters if it leads to real business impact. Here are two examples of how we’ve helped organizations clarify where to play, how to win, and how to bring AI-enabled solutions to market.
Fujitsu: Refocusing AI Strategy for a Global Technology Leader
Fujitsu asked us to help redesign its AI strategy after years of fragmented business-unit investments. We assessed a wide range of AI pathways, identified the strongest strategic fits, and recommended two cross-business capabilities that could create scale and clearer market leadership. The company largely implemented the model, and some resulting moves later created tens of billions in value.
Boston Scientific: Launching an AI-Enabled Heart Failure Solution
Boston Scientific asked us to strengthen the launch strategy for HeartLogic, its AI-powered heart failure diagnostic solution. We identified the stakeholders that mattered most, clarified the propositions needed for adoption, and helped shape the surrounding service and commercial model. Today, HeartLogic helps predict heart failure events before they occur and supports better outcomes for patients and providers.
What Working Together Looks Like
Our engagements are designed to help leadership teams move quickly from AI ambition to focused action. We typically help clients set priorities, plan the change, and make the change happen, combining strategic clarity with practical execution.
Set the Priorities (1-2 weeks)
We begin by identifying where AI can create the most strategic value for your business. Often through workshops and targeted diagnostic work, we clarify the “why” before the “how,” align around customer value, and focus on a small number of high-impact opportunities rather than a long list of disconnected pilots.
Plan the Change (3-5 weeks)
Next, we translate priorities into a practical transformation plan. This includes shaping the right mix of initiatives across AI-ify the Present, Become Great at Experimentation, and Create the Future, while tailoring recommendations to your organization’s context, operating model, and readiness for change.
Make the change Happen (4-5 weeks)
Finally, we help turn strategy into tangible change. That means working with leaders and teams to build traction, transfer capability, and create an approach people can actually adopt. The goal is not a deck that sits on a shelf, but real momentum toward an AI-native organization.
Most engagements last 8–12 weeks, balancing deep analysis with actionable recommendations so your teams can move quickly from insight to implementation.
Meet the Experts on Jobs to be Done behind New Markets Advisors
At New Markets Advisors, we pride ourselves on having a team of recognized experts who have not only applied the Jobs to be Done framework across a broad range of industries but have also contributed extensively to the theory’s development and practical application. Our leadership team brings decades of collective experience, and each has made significant contributions to advancing the field.
FOUNDER & GLOBAL LEADER IN JOBS TO BE DONE
Stephen Wunker is the Managing Director of New Markets Advisors, a global consulting firm that develops growth strategies for innovators such as Meta and the Mayo Clinic. A pioneer in mobile marketing and payments, he led the development of one of the world's first smartphones. As a longtime collaborator with the late Clayton Christensen, Harvard Business School's legendary scholar of business disruption, Stephen played a key role in refining and applying his theories of Disruptive Innovation and Jobs to be Done. He has worked across sectors to help large organizations identify major opportunities and move quickly, despite legacy systems or cultural resistance.
PARTNER & EXPERT IN CUSTOMER-CENTRIC INNOVATION
Marielle has guided more than 30 companies across consumer goods, healthcare, financial services, and tech to apply JTBD in practice. She brings a blend of consulting and brand strategy expertise, shaped by years working with Procter & Gamble and Novartis, and has co-authored influential working papers on customer-centered innovation.
