Tony Ulwick 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.”
Tony is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, 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 has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications.
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.