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Jennifer Luo Law

Jennifer Luo Law, Principal


Jennifer Luo Law is a seasoned innovation and growth strategy consultant, specializing in new market assessment, customer-centricity, and building innovative cultures.

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:
  • Identifying an adjacency market opportunity for an automotive OEM in India, a segment the client now controls as the first major player in the space.
  • Uncovering unmet customer needs for a leading U.S. insurer, enabling the client to grow enrollment for related products every year since.
  • Helping a major tech company take a more customer-centric approach to product, marketing, and pricing—growing the company’s data licensing revenue 10% one year after our project.
  • Discovering key market insights that led to the launch of multiple first-in-category products for a $800M food and beverage company.

Jennifer is also a regular contributor to the firm’s thought leadership.  She is co-author, with Managing Director Stephen Wunker, of Costovation: Innovation That Gives Your Customers Exactly What They Want--And Nothing More (HarperCollins Leadership, 2018), a practical guide to low-cost innovation. Costovation was named one of the top 10 business books of 2018 by The Globe and Mail. It was also selected as a 2018 Best Business Book, won the general business category at the 2019 International Book Awards, won the business category at the 2019 San Francisco Book Festival, and won a bronze medal in the 2019 Axiom Business Book Awards. Costovation is available in four languages.

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 in South Korea and research comparative international education. 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 placed 8th at the US national synchronized skating championship, danced in a semi-professional troupe in Boston, and speaks Mandarin Chinese. 

Jennifer on Cheddar News on the floor of the NYSE
​August 14, 2018
Jennifer on BoldTV's Bold Biz
​September 21, 2018

Publications

  • Books
  • Articles
  • Other Media
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  • Stephen Wunker and Jennifer Luo Law, Costovation: Innovation that Gives Your Customers Exactly What They Want -- and Nothing More, HarperCollins Leadership, August 2018
​
  • Stephen Wunker and Jennifer Luo Law, "3 Lessons From Google About Building A Culture Of Innovation In A Time Of COVID-19," Forbes, August 10, 2020
  • Jennifer Luo Law, "Five Inexpensive Ways to Test a Business Idea," New Markets Advisors Blog, June 25, 2020
  • Stephen Wunker and Jennifer Law, "Measuring Emotional Jobs to Be Done," Branding Strategy Insider, February 11, 2020
  • Jennifer Luo Law, "Where is the innovation for the 90%?" LinkedIn, January 30, 2018
  • Jennifer Luo Law, "Three Quick Exercises to Jump-Start Innovation," LinkedIn, November 5, 2018
  • Stephen Wunker and Jennifer Luo Law, "Don't Stress: When Doing and Spending Less Can Help Your Business Get Ahead," ChangeThis, October 10, 2018
  • Jennifer Luo Law, "Drive down costs with more customer-centric innovation," American Management Association, September 27, 2018
  • Jennifer Luo Law, "Apple launched three new iPhones. And no new ideas," Medium, September 12, 2018
  • Stephen Wunker and Jennifer Luo Law, "20 Strategies for Innovating Lower Cost Business," Branding Strategy Insider, August 28, 2018
  • Jennifer Luo Law, "How to create breakthrough customer experiences without breaking the bank," CustomerThink, August 14, 2018
  • Stephen Wunker and Jennifer Luo Law, "Doing less for your customers can make them love you more," LinkedIn Weekend Essay, August 10, 2018
  • ​​Jennifer Luo Law, "More is not always better: Lessons about innovating while cutting costs," Medium, September 12, 2016
  • Costovation Webinar, Soundview, October 2018
  • Interview on BoldTV's Bold Biz, New York, September 21, 2018
  • Interview on CheddarTV, New York, August 14, 2018
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  • About
    • Our Distinct Model
    • Team
    • Join Us
  • Services
    • Develop Growth Strategies
    • Uncover Jobs to be Done
    • Build Innovation Capabilities
  • Industries
    • Arts and Culture
    • Consumer Goods
    • Financial Services
    • Healthcare
    • Social Innovation
    • Technology
  • Past Work
    • Success Stories
    • Recent Clients
    • Testimonials
  • Our Thinking
    • Leading through the Coronavirus Crisis
    • Books
    • Working Papers
    • Articles
    • Blog
    • Speaking Engagements
  • Contact