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Experienced Hands in Fast-Changing tech industries

The concepts of “disruptive innovation” and “jobs to be done” first took root in technology industries, and our team has worked in these fields over many years to bring innovative concepts and strategies to life.  Our founder, Steve Wunker, led development of one of the first smartphones back in the 1990s, prior to working with Clayton Christensen for six years to build out his consulting firm, Innosight.  We have engaged with a wide range of firms to hone product roadmaps, assess markets, change business models, and build innovation capabilities.
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New Markets’ tech clients include Fortune 10 companies, as well as rapidly-growing challengers and new start-ups.  We believe that working with a span of tech firms makes us savvier consultants and realistic advisors about how markets are likely to evolve.  And since we’ve established several tech firms ourselves, we truly understand how companies need rapidly-actionable recommendations, not just slides and insights.

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Our approach with tech clients

Our consulting approach with tech clients is distinguished in several ways:

• We think laterally – Our processes push us to look expansively at growth opportunities and asymmetric threats, and we often find new options that others miss.
• We get our hands dirty – Fine details can matter hugely in tech industries, and we enthusiastically delve into the specifics of markets to understand the full context. 
• We are customer led – While we realize that products sometimes cannot evolve to meet all customer needs, we appreciate the importance of deeply understanding your customers and their latent needs.  This is the topic of our 2016 book Jobs to be Done:  A Roadmap for Customer-Centered Innovation
• We do not push the crux of the work into the hands of junior analysts – Our senior people substantively lead all of our work, and they get deeply involved in the content of projects.  This is essential if the challenge is ambiguous, multi-dimensional, and teeming with details, as projects for tech clients often are.
• We are practical – We have been on our client’s side of the table, founding and working for tech companies.  We realize that they need practical, actionable steps to take coming out of our projects.
• We build consensus – In industries where there are a great many options and where ambiguity abounds, it is often essential that clients’ teams buy in to the research and analytical process so that recommendations get implemented.  Our collaborative ways of working are designed to build the consensus required.

Clients partner with us for our broad perspective on the history of struggle and success in tech industries.  We invite you to explore our extensive publications on how to seize ground in tech industries, such as Capturing New Markets:  How Smart Companies Create Opportunities Others Don’t, which was named one of five Best Business Books of 2011. 

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