Soundview Executive Book Summaries


How to Capture New Markets

What do James Watt’s steam engine and Apple’s iTunes have in common?

For both of these innovations the inventors looked beyond their competition to invent a whole new market. Watts transformed the world, as steam engines were harnessed to power new motors not conceived of before. Although iTunes was not as world-transforming, it completely changed the music industry and the way we listen to music.

But how does an individual or company be that one that captures a new market? Stephen Wunker provides the answers in his book Capturing New Markets. In a comprehensive manner, he first builds a case for the importance of new markets, then explains how to assess what doesn’t yet exist, and from there lays the foundational steps for how to capture that new market.

As Wunker states, “In business as in comedy, timing is everything.” And so he devotes a whole chapter on how to know when is the right time to enter the market. The business history books are filled with companies that did, and didn’t, get that timing right.

Perhaps you or your company is looking for that next great idea in your industry. If so then you’ll benefit from attending our Soundview Live webinar with Stephen Wunker on January 19th. Wunker will review his strategy for capturing new markets, and will be taking questions from participants along the way. Join us by registering for How to Capture New Markets, and invite your colleagues. You can fill a conference room since registration is per site.

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