Jennifer Luo Law, Principal
Jennifer Law is a seasoned innovation and growth strategy consultant, specializing in new market assessment and Jobs to be Done customer research. Throughout her years at New Markets, she has helped dozens of companies identify new sources of revenue rooted in unmet customer needs. Jennifer works across a range of industries including education, healthcare, consumer goods, and financial services. Previous casework includes:
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 three 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, and is an active member of a semi-professional dance company in Boston. She speaks Mandarin Chinese.