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Tony Ulwick

Tony Ulwick is 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. He is the author of Jobs to be Done: Theory to Practice (IDEA BITE PRESS, October 2016), “What Customers Want” (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review.


The jobs-to-be-done framework was built to create products that get the job done by recognizing customer motivators. While this might sound easy, defining the job to be done correctly is a prerequisite to predictable success in innovation for your business.  

So what is the best way to define the Customer's job-to-be-done?

We’d like to share how Tony Ulwick’s proven approach can overcome this complexity. Tony’s thinking provides a systematic way of addressing challenges we all face in driving growth and meeting the needs of our customers.

To learn more on how Tony integrates his perspective into successful outcomes, we thought you would find these articles interesting.

A New Marketing Era: Focus on the Jobs and Outcomes
How to apply strategy and innovation to build a rock-solid foundation for your marketing organization.

The World is NOT Your Oyster: How to do Market Segmentation
How to target audiences with which you'll have the greatest opportunity and the best chance to succeed.

“Customer-Centricity:  What It Is and Isn’t”  An Interview with Frank Grillo
Learn how Frank Grillo’s insights on customer-centricity debunk the myths and prove to be successful for business growth.