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Tony Ulwick

Strategyn Founder and CEO, Inventor, Author, and Innovation Thought Leader

Tony is the pioneer of 'jobs to be done' theory and the inventor of 'Outcome-Driven Innovation' (ODI); a powerful innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers, get a ‘job’ done better.

Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University says, ‘I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science’. In 2002, Tony introduced Harvard Business Review readers ODI in the article 'Turn Customer Input into Innovation'. HBR recognized ODI as one of the best business ideas of the year, declaring it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.”

Tony is the author of ‘Jobs-to-be-Done’, ‘What Customers Want’, ‘JOBS TO BE DONE: Theory to Practice’, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony assist companies to reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. As an innovation thought leader, inventor, author, and speaker, Tony Ulwick has changed the way academics and executives alike think about growth strategy and product innovation.