Webinar 11/2: How to Think Like the Customer

How to Think Like the Customer

Date: Wednesday, November 2nd
Time: 12:00 PM ET
Speaker: Stephen Wunker

Register here!

Successful innovation doesn’t begin with a brainstorming session—it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.

In this Soundview Live webinar, How to Think Like the Customer, Stephen Wunker presents a simple concept that can remake how companies approach their markets and guide them through the innovation process.

What You’ll Learn:

  • How to gather valuable customer insights
  • How to turn those insights into new product ideas
  • How to test and iterate until you find success

Book Review: Escape Velocity

by Geoffrey A. Moore

If you read our recent post about Soundview’s publication of the summary of Stephen Wunker’s Capturing New Markets, you’ll recall that we discussed the difficulty of attempting to continue on a single path of success. In fact, this tendency to become ruler of a single domain can create a situation of diminishing returns. To combat this problem, Soundview has a new summary that makes an excellent companion to Wunker’s book. In Escape Velocity: Free Your Company’s Future from the Pull of the Past, author and tech industry expert Geoffrey A. Moore attempts to help executives stand up to the pressure of repeating their current success story.

One would assume that with Moore’s feet firmly planted in the tech world that his book would be the latest in the steady stream of books that heap praise on Apple and Google and instruct readers to “simply” do what they do. To his credit, Moore recognizes that, for example, an insurance company in Wisconsin can’t base its economic future on developing the insurance equivalent of an iPad. Readers who would hesitate to pick up Escape Velocity for fear that it won’t apply to their businesses should lay those doubts to rest. Moore does an excellent job of structuring his book to launch from its tech industry base into strategies that are applicable to a variety of fields.

At the heart of Moore’s strategy is, as he puts it, a “framework of frameworks.” He instructs readers on the mastery of five powers: Category, Company, Market, Offer and Execution. As with his earlier work Dealing with Darwin, Moore provides numerous tips to give your company both a path to progress and, perhaps of more importance, a way to stand out from the competition.

To get your copy of the Soundview Executive Book Summary of Escape Velocity, visit Soundview’s Web site: Summary.com.

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.