Anthony W. Ulwick

The pioneer of Jobs-to-be-Done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn.

Tony Ulwick is the pioneer of Jobs-to-be-Done Theory and Outcome-Driven Innovation® (ODI), a strategy and innovation process that increases the innovation success rate five-fold. Tony founded the innovation consultancy Strategyn in 1991 and has worked with over one-third of the Fortune 100, helping them generate billions of dollar in revenue growth. Tony has been granted 12 patents related to various aspects of the ODI process.

Tony is the author of the original Jobs-to-be-Done book, What Customers Want (2005, McGraw Hill), and articles published in Harvard Business Review and MIT Sloan Management Review. His work is cited in hundreds of publications. Tony’s counterintuitive views as an innovation thought leader have changed the way academics and executives alike think about growth, strategy, and innovation.