SERVICE

Create Ongoing Capabilities

Create Ongoing Capabilities

Be an innovative leader who enables your organization

Ideas are the easy part of innovation. The hard part is creating a repeatable system to find, test, and scale them so that they get executed and have consistent success.

New Markets Advisors helps organizations build an innovation capability that outlasts any single project. For over a decade, we’ve helped innovation leaders replace one-off projects and occasional brainstorms with a structured method for finding and developing new opportunities.

5 books

5 books

published on innovation and growth strategy, including The Innovative Leader

published on innovation and growth strategy, including The Innovative Leader

30+

30+

Fortune 500 companies have trusted us

Fortune 500 companies have trusted us

5 books

published on innovation and growth strategy, including The Innovative Leader

30+

Fortune 500 companies have trusted us

Create Teams and Techniques that Make Innovation Repeatable and Reliable

Define Your Innovation Boundaries

Define Your Innovation Boundaries

Build Your Innovation Plan

Build Your Innovation Plan

Develop a Repeatable Process

Develop a Repeatable Process

Build a Culture of Innovation

Build a Culture of Innovation

What Our Clients Say About Us

"New Markets has strategic and entrepreneurial thinkers who understand the challenges that large, established companies have in executing innovation to drive growth. They bring great insight and clear thinking to their work with clients, along with very relevant work experience."

Deborah Arcoleo, Director of Adjacency Innovation

"New Markets’ approach to innovation is both insightful and resourceful. They uncovered insights that led to unique and relevant concepts. Leveraging experience in entrepreneurship and disruption, they crafted business models that could be explored quickly and with relatively low investment, which is a departure from most consultancies.”

Nate Hill, Emerging Idea Marketing Leader, Nestlé

Trusted by

Our Approach to Building Innovation Capabilities

Best practices in innovation have moved far beyond creative brainstorming. The most consistent innovators have built a repeatable process for finding and effectively executing on new opportunities, again and again. Our method runs through four phases.

Best practices in innovation have moved far beyond creative brainstorming. The most consistent innovators have built a repeatable process for finding and effectively executing on new opportunities, again and again. Our method runs through four phases.

  1. Define Your Innovation Boundaries

The first step is agreeing on why you’re innovating and how far you’re willing to go. Innovation isn’t an end in itself, although sometimes it’s treated that way. It’s a means to achieve premium pricing, market expansion, employee retention, or another concrete business objective. Clearly defining the strategic goal tightens the innovation target.

  • Align leadership on “why we’re innovating”, so goals can drive priorities and trade-off decisions

  • Set boundaries for what’s in scope, within the core business and in expansion areas

  • Map opportunities across all potential domains of innovation, such as customer experience, business model, channel strategy, and beyond – not just the product

  1. Build Your Innovation Plan

Context matters: a sustainable plan leverages what's already working, avoids landmines, and fits company priorities. It should enable the right ideas to take root without dictating exactly what they are.

  • Carry your strategic choices forward: how much innovation is core vs. adjacent, and what payback periods are reasonable

  • Build a balanced portfolio across risk types and levels, timelines, and objectives, not investing too much in one long-shot bet

  • Estimate the resources funnel: the people and budget needed as ideas progress and get winnowed down

  • Address organizational changes, including what an innovation unit will and won’t do and how it should relate to the rest of the organization and its traditional approaches

  1. Develop a Repeatable Innovation Process

A structured process tells teams where to focus, gives them the right information at the right time, and provides a proven way to assess opportunities, so success can repeat. We work through four activities per project, detailed further in our Innovating from the Inside Out working paper.

  • Map the landscape through discovery research, including direct conversations with customers about their underlying Jobs to be Done and latent needs, not just what they say they want

  • Run structured ideation: align on objectives first, root teams in strategic imperatives and marketplace dynamics, then enable individual reflection before group discussion

  • Plan the integration and handoff, weighing benefits and risks and building in scenarios for how circumstances might change

  • Experiment before you commit: rough prototypes, concept tests, and small pilots beat big bets. The British confectionary giant Cadbury learned this the hard way, investing tens of millions in a new factory to supply Poland with chocolate before discovering, too late, that local tastes ran to less-sweet chocolate than its home market the UK favored

  1. Build a Culture Of Innovation

Culture change comes last deliberately: without the "hard" variables above already in place, "soft" culture shifts never stick, and culture change takes too long to gate everything else on its coming first.

  • Build a shared innovation language and a common grasp of innovative behaviors, before teams run projects solo

  • Protect people who take smart risks, with HR structures and management cover, not just encouragement

  • Share success stories peer-to-peer: the lunch room does more for a culture of innovation than any dedicated brainstorming room

  1. Define Your Innovation Boundaries

The first step is agreeing on why you’re innovating and how far you’re willing to go. Innovation isn’t an end in itself, although sometimes it’s treated that way. It’s a means to achieve premium pricing, market expansion, employee retention, or another concrete business objective. Clearly defining the strategic goal tightens the innovation target.

  • Align leadership on “why we’re innovating”, so goals can drive priorities and trade-off decisions

  • Set boundaries for what’s in scope, within the core business and in expansion areas

  • Map opportunities across all potential domains of innovation, such as customer experience, business model, channel strategy, and beyond – not just the product

  1. Build Your Innovation Plan

Context matters: a sustainable plan leverages what's already working, avoids landmines, and fits company priorities. It should enable the right ideas to take root without dictating exactly what they are.

  • Carry your strategic choices forward: how much innovation is core vs. adjacent, and what payback periods are reasonable

  • Build a balanced portfolio across risk types and levels, timelines, and objectives, not investing too much in one long-shot bet

  • Estimate the resources funnel: the people and budget needed as ideas progress and get winnowed down

  • Address organizational changes, including what an innovation unit will and won’t do and how it should relate to the rest of the organization and its traditional approaches

  1. Develop a Repeatable Innovation Process

A structured process tells teams where to focus, gives them the right information at the right time, and provides a proven way to assess opportunities, so success can repeat. We work through four activities per project, detailed further in our Innovating from the Inside Out working paper.

  • Map the landscape through discovery research, including direct conversations with customers about their underlying Jobs to be Done and latent needs, not just what they say they want

  • Run structured ideation: align on objectives first, root teams in strategic imperatives and marketplace dynamics, then enable individual reflection before group discussion

  • Plan the integration and handoff, weighing benefits and risks and building in scenarios for how circumstances might change

  • Experiment before you commit: rough prototypes, concept tests, and small pilots beat big bets. The British confectionary giant Cadbury learned this the hard way, investing tens of millions in a new factory to supply Poland with chocolate before discovering, too late, that local tastes ran to less-sweet chocolate than its home market the UK favored

  1. Build a Culture of Innovation

Culture change comes last deliberately: without the "hard" variables above already in place, "soft" culture shifts never stick, and culture change takes too long to gate everything else on its coming first.

  • Build a shared innovation language and a common grasp of innovative behaviors, before teams run projects solo

  • Protect people who take smart risks, with HR structures and management cover, not just encouragement

  • Share success stories peer-to-peer: the lunch room does more for a culture of innovation than any dedicated brainstorming room

What You'll Get From Our Innovation Capability Building

Across a typical engagement, you'll get:


  • Innovation Boundary Statement: aligns leadership on why you’re innovating and how far you’ll go

  • Innovation Plan: a balanced, risk-weighted project portfolio built around your real constraints

  • Repeatable Innovation Process: a structured method for developing and testing ideas, from discovery through experimentation

  • Culture Roadmap: the shifts that make the changes stick after we leave


Together, these give you a system for innovation that keeps generating results, not just a memory of one good workshop.

Across a typical engagement, you'll get:

  • Innovation Boundary Statement: aligns leadership on why you're innovating and how far you'll go

  • Innovation Plan: a balanced, risk-weighted project portfolio built around your real constraints

  • Repeatable Innovation Process: a structured method for developing and testing ideas, from discovery through experimentation

  • Culture Roadmap: the shifts that make the process stick after we leave

Together, these give you a system for innovation that keeps generating results, not just a memory of one good workshop.

Resources

Resources

How We Compare

Most firms that help companies "build innovation capability" fall into two camps: large consultancies selling standardized frameworks and generic "innovation labs," or boutique creativity shops that run an energizing workshop and then leave. Neither builds something that outlasts the engagement.

Where New Markets Advisors Stands Out

  • JTBD-first diagnosis: your boundaries, plan, and pipeline are grounded in real customer Jobs to be Done, uncovered through direct research with your customers

  • Built to outlast the engagement: we install a repeatable process and the internal muscle to keep running it after we leave

  • Senior-led, boutique teams: you work directly with the experienced consultants and partners who scoped the engagement, from kickoff to rollout

  • Built for corporate reality: our approach is designed around the governance, incentives, and risk tolerance of a large organization

  • Portfolio discipline: we help you balance bets across risk levels and time horizons, so no single project has to carry the whole program

A Quick Comparison: New Markets Advisors vs Traditional Large Consulting Firms

vs. Traditional Consultants

Durable, organization-specific innovation capability

Core Strength

Standardized frameworks, large-scale rollout

JTBD-driven diagnosis tailored to your culture and constraints

Approach

One-size-fits-all methodology, generic workshops

Senior-led, boutique teams

Team Structure

Large, junior-heavy delivery teams

Embedded process, portfolio, and culture change

Focus

Workshops and framework deliverables

  • JTBD-First, Customer-Backed Approach: We start with customer motivations and outcomes, not with features, technologies, or internal brainstorming.

  • Tailored Frameworks, Not Templates: Every engagement begins with a diagnostic of your market, culture, and constraints. We design solutions around your business, not a rigid methodology.

  • Speed and Focus: We deliver decision-ready product roadmaps in weeks, not quarters. Our teams move fast without the heavy overhead of larger firms.

  • Senior-Led Engagements: You work directly with experienced consultants and partners, not layers of junior staff. That means sharper insights and higher accountability.

  • Cross-Industry Creativity: We use analogies from other sectors to inspire breakthroughs, a strength rarely seen in process-heavy environments.

Where New Markets Advisors Stands Out

Most firms that help companies "build innovation capability" fall into two camps: large consultancies selling standardized frameworks and generic "innovation labs," or boutique creativity shops that run an energizing workshop and then leave. Neither builds something that outlasts the engagement.

Bottom line: if you need a large-scale rollout of a standardized innovation framework across many business units at once, a large consultancy's scale may serve you better. If you need a capability that's well-tailored for how your organization actually works, that's where we fit.

Where New Markets Advisors Stands Out

  • JTBD-first diagnosis: we ground your boundaries, plan, and pipeline in real customer jobs, not a generic ideation sprint

  • Built to outlast the engagement: we install a repeatable process and the muscle to run it, not a framework that gets shelved after the kickoff deck

  • Senior-led, boutique teams: you work directly with experienced consultants and partners, not layers of junior staff executing a template

  • Corporate-fit, not startup mimicry: built for the governance, incentives, and risk tolerance of a large organization

  • Portfolio discipline: a balanced mix of bets across risk levels and time horizons, not one long-shot project

Why It Matters

Innovation ranked as the single most important strategic factor for growth in McKinsey's recently global CEO survey: the largest share of respondents (39%) picked it over customer relationships, talent, or operational excellence. But wanting to innovate and being able to are two different things.

#1 Strategic Factor

#1 Strategic Factor

for growth cited by companies in McKinsey's global survey

for growth cited by companies in McKinsey's global survey

+2.4 annual outperformance

+2.4 annual outperformance

vs. the broader market for BCG's 50 Most Innovative Companies, sustained over 20 years

vs. the broader market for BCG's 50 Most Innovative Companies, sustained over 20 years

In this high-failure, resource-constrained environment, organizations with strong innovation capabilities stand apart. Those that can systematically uncover real customer needs, test ideas quickly, and scale winning concepts gain a durable, compounding advantage.

Frequently Asked Questions

What does "building innovation capability" mean?

It means installing a repeatable system for finding and developing new ideas, rather than relying on a single project or occasional brainstorm. It requires alignment across four areas: a clear innovation strategy, a balanced innovation plan, a structured process for developing and testing ideas, and a culture that supports smart risk-taking.

What are the steps to building a repeatable innovation process?

How do you build a lasting culture of innovation?

Why do most corporate innovation programs fail?

How long does it take to build innovation capability?

How is Jobs to Be Done used in building innovation capability?

What does "building innovation capability" mean?

Growth strategy consulting identifies and prioritizes your routes to profitable growth. In doing so, this helps you make hard choices about where to focus your time and investment, and helps identify risks that you can mitigate upfront

Which growth strategy framework does New Markets Advisors use?

How do you build a lasting culture of innovation?

Why do most corporate innovation programs fail?

How long does it take to build innovation capability?

How is Jobs to Be Done used in building innovation capability?

Connect With Us

Let's Start Making Your Organization More Innovative Today


Fill out the form below to start the conversation about working with New Markets Advisors

Connect With Us

Let's Start Making Your Organization More Innovative Today

Fill out the form below to start the conversation about working with New Markets Advisors

Our Approach to Building Innovation Capabilities

Best practices in innovation have moved far beyond creative brainstorming. The most consistent innovators don't rely on chance. They've built a repeatable process for finding new opportunities, again and again. Our method runs through four phases.

  1. Define Your Innovation Boundaries

The first step is agreeing on why you’re innovating and how far you’re willing to go. Innovation isn’t an end in itself, although sometimes it’s treated that way. It’s a means to achieve premium pricing, market expansion, employee retention, or another concrete business objective. Clearly defining the strategic goal tightens the innovation target.

  • Align leadership on “why we’re innovating”, so goals can drive priorities and trade-off decisions

  • Set boundaries for what’s in scope, within the core business and in expansion areas

  • Map opportunities across all potential domains of innovation, such as customer experience, business model, channel strategy, and beyond – not just the product

  1. Build Your Innovation Plan

Context matters: a sustainable plan leverages what's already working, avoids landmines, and fits company priorities. It should enable the right ideas to take root without dictating exactly what they are.

  • Carry your strategic choices forward: how much innovation is core vs. adjacent, and what payback periods are reasonable

  • Build a balanced portfolio across risk types and levels, timelines, and objectives, not investing too much in one long-shot bet

  • Estimate the resources funnel: the people and budget needed as ideas progress and get winnowed down

  • Address organizational changes, including what an innovation unit will and won’t do and how it should relate to the rest of the organization and its traditional approaches

  1. Develop a Repeatable Innovation Process

A structured process tells teams where to focus, gives them the right information at the right time, and provides a proven way to assess opportunities, so success can repeat. We work through four activities per project, detailed further in our Innovating from the Inside Out working paper.

  • Map the landscape through discovery research, including direct conversations with customers about their underlying Jobs to be Done and latent needs, not just what they say they want

  • Run structured ideation: align on objectives first, root teams in strategic imperatives and marketplace dynamics, then enable individual reflection before group discussion

  • Plan the integration and handoff, weighing benefits and risks and building in scenarios for how circumstances might change

  • Experiment before you commit: rough prototypes, concept tests, and small pilots beat big bets. The British confectionary giant Cadbury learned this the hard way, investing tens of millions in a new factory to supply Poland with chocolate before discovering, too late, that local tastes ran to less-sweet chocolate than its home market the UK favored

  1. Build a Culture of Innovation

Culture change comes last deliberately: without the "hard" variables above already in place, "soft" culture shifts never stick, and culture change takes too long to gate everything else on its coming first.

  • Build a shared innovation language and a common grasp of innovative behaviors, before teams run projects solo

  • Protect people who take smart risks, with HR structures and management cover, not just encouragement

  • Share success stories peer-to-peer: the lunch room does more for a culture of innovation than any dedicated brainstorming room

our Industries

Trusted by Global Leaders for Building Innovation Capabilities

Our innovation capability clients range from international leaders to promising startups across our four key industries:

Frequently Asked Questions

What does "building innovation capability" mean?

It means installing a repeatable system for finding and developing new ideas, rather than relying on a single project or occasional brainstorm. It requires alignment across four areas: a clear innovation strategy, a balanced innovation plan, a structured process for developing and testing ideas, and a culture that supports smart risk-taking.

What are the steps to building a repeatable innovation process?

How do you build a lasting culture of innovation?

Why do most corporate innovation programs fail?

How long does it take to build innovation capability?

How is Jobs to Be Done used in building innovation capability?

Why It Matters

Innovation ranked as the single most important strategic factor for growth in McKinsey's recently global CEO survey: the largest share of respondents (39%) picked it over customer relationships, talent, or operational excellence. But wanting to innovate and being able to are two different things.

#1 Strategic Factor

for growth cited by companies in McKinsey's global survey

+2.4 annual outperformance

vs. the broader market for BCG's 50 Most Innovative Companies, sustained over 20 years

20% → 3%

the share of companies BCG rates "innovation ready," even as 83% still rank it a top-three priority

In this high-failure, resource-constrained environment, organizations with strong innovation capabilities stand apart. Those that can systematically uncover real customer needs, test ideas quickly, and scale winning concepts gain a durable, compounding advantage.

A Quick Comparison: New Markets Advisors vs Traditional Large Consulting Firms

vs. Traditional Consultants

Durable, organization-specific innovation capability

Standardized frameworks, large-scale rollout

Core Strength

JTBD-driven diagnosis tailored to your culture and constraints

One-size-fits-all methodology, generic workshops

Approach

Senior-led, boutique teams

Large, junior-heavy delivery teams

Team Structure

Embedded process, portfolio, and culture change

Workshops and framework deliverables

Focus

A Quick Comparison: New Markets Advisors vs Traditional Large Consulting Firms

vs. Traditional Consultants

Durable, organization-specific innovation capability

Standardized frameworks, large-scale rollout

Core Strength

JTBD-driven diagnosis tailored to your culture and constraints

One-size-fits-all methodology, generic workshops

Approach

Senior-led, boutique teams

Large, junior-heavy delivery teams

Team Structure

Embedded process, portfolio, and culture change

Workshops and framework deliverables

Focus

Our Offices

50 Franklin St

2nd Floor

Boston, MA 02110

USA

151 San Francisco St

Suite 200

San Juan, PR 00901 Puerto Rico

Rua Antónia Andrade 4

3 Direito

1170-025 Lisboa

Portugal

Privacy Policy

Terms of Service

New Markets Advisors © 2026 

Our Offices

50 Franklin St

2nd Floor

Boston, MA 02110

USA

151 San Francisco St

Suite 200

San Juan, PR 00901 Puerto Rico

Rua Antónia Andrade 4

3 Direito

1170-025 Lisboa

Portugal

Privacy Policy

Terms of Service

New Markets Advisors © 2026 

Our Offices

50 Franklin St

2nd Floor

Boston, MA 02110

USA

151 San Francisco St

Suite 200

San Juan, PR 00901 Puerto Rico

Rua Antónia Andrade 4

3 Direito

1170-025 Lisboa

Portugal

Privacy Policy

Terms of Service

New Markets Advisors © 2026 

Privacy Policy

Terms of Service

New Markets Advisors © 2026 

Our Offices

50 Franklin St

2nd Floor

Boston, MA 02110 USA

151 San Francisco St

Suite 200

San Juan, PR 00901 Puerto Rico

Rua Antónia Andrade 4

3 Direito

1170-025 Lisboa

Portugal

Get In Touch

+1 617 936 4035

info@newmarketsadvisors.com