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’ and employees' Jobs to be Done and work backward to where AI creates real value
Turn infinite pilots into disciplined experimentation and scaled capabilities
Identify how AI opens up new markets, business models, and growth paths
Propietary Point of View
A Technology-Neutral Blueprint for AI Transformation
Focus on the work, not just the tools: Our approach is informed by the thinking behind our bestselling book, 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, manage, and adapt under uncertainty. That is the perspective we bring to clients. We help leadership teams connect AI to customer and employee needs, rethink workflows, build the discipline to experiment and learn quickly, and reshape the organization for resilience, speed, and new growth, rather than treating AI as a standalone technology. The result is not just AI adoption, but a fundamentally different and more adaptive, AI-native business.
Independent and technology-agnostic: Unlike many large firms, we are not tied to any AI platform or provider, allowing us to offer objective guidance grounded in what truly serves each organization’s needs. We are not here to sell you software, we are here to help you make decisions on the strategy that is right for your business and help you choose the right tools to get there.
Deep experience, grounded in practice: We’ve been working on AI and its business implications since 2012 and have partnered with organizations such as Google, Mass General Brigham, Meta, and BBVA.
Customer- & Employee-Led Strategy
Distributed Decision-Making
Software-Neutral Experimentation
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)
Once your team has aligned on your goals for the project, 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 (6-8 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 (8-10 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.
Overall, this engagement would typically take approximately 15–25 weeks, depending on the number of stakeholders and opportunities involved, as well as team availability, scheduling, and the pace of leadership alignment and decision-making.
What we can do:
Redesign Offerings: Redesign your product or service to meet new customer needs, behaviors, and journeys that have changed as they integrate AI into their workflows and daily lives.
Innovate Business Models: Reinvent the way you reach customers through channels, profit models, cost structures, revenue streams, and branding.
Redesign Internal Operations: Build new workflows, design optimized collaborations between teams, and create organizational structures that will allow your organization to take advantage of AI and execute on new offerings and business models.
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.
