Jennifer Luo Law, Principal
Jennifer Luo Law is an award-winning innovation and growth strategy consultant, specializing in new market assessment, customer-centricity, and building innovative cultures. In 2021, she was named a Rising Star of the Profession by Consulting Magazine, which recognizes the top 35 consultants around the world under the age of 35.
As a member of the senior management team at New Markets Advisors, Jennifer has helped over 3 dozen companies--from VC-funded startups to Fortune 10s--develop smart and distinctive strategies rooted serving in unmet customer needs.
Jennifer works across a range of industries including technology, education, healthcare, consumer goods, and financial services, and her portfolio of work spans four continents. Her clients include Panasonic, Twitter, PepsiCo, Pearson, United Healthcare, and MetLife. Past casework includes:
Jennifer is also a prolific thought leader, and her articles have been published by outlets around the world. Her award-winning first book, Costovation: Innovation That Gives Your Customers Exactly What They Want--And Nothing More (HarperCollins Leadership, 2018), is a practical guide to low-cost innovation. Costovation was named one of the top 10 business books of 2018 by The Globe and Mail; other awards include being selected as a 2018 Best Business Book, winner of the general business category at the 2019 International Book Awards, winner of the business category at the 2019 San Francisco Book Festival, and winner of a bronze medal in the 2019 Axiom Business Book Awards. Costovation is available in four languages. Jennifer has also been featured in media outlets such as BoldTV and CheddarTV, and routinely speaks at industry events. Her second book, on innovative leadership, is due in 2022.
Jennifer came to New Markets with a background in education. After teaching high school English in Denmark, she won a Fulbright Fellowship from the U.S. State Department to teach and research in South Korea. Jennifer was also previously a publicist at Stanford University Press, where she managed media outreach efforts for over 60 books.
Jennifer graduated cum laude from Williams College with a major in English. She was a nationally ranked synchronized figured skater, has danced in a semi-professional troupe in Boston, and speaks Mandarin Chinese.