Book Review: Capturing New Markets

by Stephen Wunker

The fight to stay alive in today’s marketplace can be all-consuming for many companies. Achieving quarterly growth, keeping shareholders happy and delighting one’s customer base are activities that leave little time for exploration and development. However, without concerted efforts to discover and capitalize on the growth opportunities presented by new ventures, businesses will inevitably succumb to the law of diminishing returns. The method to find and master the opportunities of the future is the subject of the latest book to be summarized by Soundview Executive Book Summaries: Capturing New Markets: How Smart Companies Create Opportunities Others Don’t by Stephen Wunker.

Wunker has extensive expertise in the area of developing markets. He is the managing director of consulting firm New Markets Advisors. He also worked closely with Harvard Professor Clayton Christensen on the creation of his innovation consulting practice. Capturing New Markets gives readers the equivalent of a personal consultation with Wunker. He progresses through the material in a manner that brings order and clarity to the hazy prospect of understanding new markets.

One can’t-miss section of the book is Wunker’s excellent answer to a common question: “How can we discover a market that doesn’t yet exist?” Wunker guides readers through the process of gauging a market’s value. He also provides a set of eight signs that an industry has the potential to quickly grow. This combination of succinct explanation with strategic takeaways gives Wunker’s book a level of strength that puts it ahead of more theoretical books on the subject of future markets.

To download your copy of Capturing New Markets in any of Soundview’s multiple digital formats, visit Soundview’s Web Site at Summary.com.

How to Use Your Ears to Increase Business

I’ve got some exciting news for many of my faithful readers who have written in over the past 12 months. From time to time I provide a post about Soundview Live, our fantastic series of Webinars. One of the questions that always seems to show up in my in-box in the days that follow such a post is, “How can I get a copy of the Webinar?” Up to this point, only our subscribers had access to our exclusive archive of conversations with some of the most important minds in business today.

Now Soundview is making available 11 previous Soundview Live events! For a drastically reduced price, you’ll have the opportunity to listen to a number of bestselling authors and management legends discuss the ways you can take your business to the next level. Where else can you get a focused, 60-minute audio session with an author discussing his area of expertise? To see the complete list, click here!

By purchasing a Soundview Live archive recording, you can hear Marshall Goldsmith discuss the ways to make your business and life burst with success. Y0u can hear Steve Forbes provide an amazing history lesson while you gain the wisdom of ancient leaders. If you’ve got health care concerns, why not listen to Harvard professor Clayton M. Christensen explain The Innovator’s Prescription?

As you’ll hear in these recordings, a good portion of the content comes directly from questions provided by our listeners, executives just like you! With that in mind, you really shouldn’t miss our next installment of Soundview Live. It takes place next Thursday, March 25, at Noon eastern. We (and YOU!) will be in session with author Roger Connors. He will discuss the method to establish a positive, principled accountability practice at your company. It should be a great conversation. Don’t miss it!