Stephen Wunker and Jennifer Luo Law

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Stephen Wunker and Jennifer Law are co-authors of "COSTOVATION: Innovation That Gives Your Customers Exactly What They Want—And Nothing More"(HarperCollins Leadership, August 14). Their firm, New Markets Advisors, is a boutique consultancy specializing in innovation and growth strategy.
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Costovation: Innovation That Gives Your Customers Exactly What They Want (and Nothing More)

The following is excerpted from "Costovation" by Stephen Wunker Copyright © 2018 by Stephen Wunker. Used by permission of HarperCollins Leadership. www.harpercollinsleadership.com. What costovation is and why it matters Aside from its electrifying bright purple and yellow decor, Planet Fitness looks like any other gym: There are rows and rows of elliptical machines and treadmills....